Candace Nelson

It wasn't a natural occurrence, but they had it in their dreams.

And I definitely had it in my dreams.

I didn't know how I was going to get there.

And maybe I was completely kidding myself.

But I also came from this world of investment banking and technology where

That is the mentality.

You build a business.

Now, not typically a cupcake business, but you start a business, you scale it and you sell it like that is the model.

So I was sort of raised in that.

And I thought to myself, I know this can work in L.A.

I'm pretty sure can work in L.A.

I'm not sure it can work in every city across America, but I'm going to test it and find out.

We're going to scale this.

Oh, yeah.

So brand played such an important part in, you know, the sprinkle story.

And I actually take you through how to craft your brand from scratch in this book.

And of course, it starts with your reason for being your why.

And I, you know.

mentioned that a little bit earlier, but really Sprinkles was about elevating simple everyday moments, injecting people's day with a little bit of joy and delight.

And that started with the ingredients and how the cupcakes were baked, but then it extended to the experience.