From Frosting to Family: 20 Years of Sprinkles

Why our team still calls it the best job ever — and what you can borrow for your own business

We just celebrated Sprinkles’ 20th anniversary with a big, joyful reunion — and honestly, it felt like a wedding! Overwhelming in the best way: emotional, exhausting, and unforgettable!

A Reunion for the Ages

Over the course of the afternoon 80 of us took over Pizzana Marina del Rey — Sprinkles alumni, friends, and family all ready to reminisce, reconnect, and relive two decades of memories. People flew in from Nashville, Kansas City, the Bay Area, and across LA. It was a true reunion, with all parts of the business represented — from back of house and front of house to drivers, managers, OGs, and even a few newbies.

For a little extra nostalgia, I donned my old Sprinkles chef’s coat, and Charles pulled out one of the original Sprinkles t-shirts. The cupcakes we served? My original recipes — the ones I baked out of my tiny West Hollywood kitchen, back when two dozen felt like a big batch.

And the stories flowed: the time Queen Latifah showed up after hours and the front of house team unlocked the door for her, knowing they would face the wrath of the kitchen crew busy cleaning up; when Whitney Houston asked to skip the line (who’s going to say no to Whitney?); the Scottsdale team’s late-night marketing stunts — strolling through nightclubs at 2 a.m. with trays of Sprinkles cupcakes; or the day the Sprinklesmobile went up in flames on Rodeo Drive!

Full Circle Moments

For me, the event was especially meaningful because my boys were there to witness the magic — not just of the cupcakes, but of the people. They grew up in the bakery, passed from froster to froster, and toted to every store opening as unofficial mascots. On Saturday, it finally sank in for them. My oldest said, “Wow, Mom, you actually can create a real community and run a great business at the same time.” My younger son (whose praise is rare and precious) told us what good leaders my husband Charles and I are. If I could bottle that feeling, I would.

Four hours later, the party was still going strong so we gathered everyone still there for a group photo — heading out to the parking lot to find a spot big enough to fit us all. It was the perfect ending to an incredibly special day.

It was a day that was more than just a celebration — it was a reminder of what truly makes a business thrive: not just great products, but incredible people and the culture that connects them. At Sprinkles, that culture was no accident — we built it with intention shaped by a mission rooted in connection, nostalgia, and fun.

That’s what made it a joyful place to work and visit. Our Beverly Hills store felt like a party: a bustling bakery in back, a packed store in front, and a team that moved together in what we called the Sprinkles Dance — whirling by each other, never stepping on toes (or cupcakes). It wasn’t just about efficiency; it was about creating an experience that everyone — guests and team alike — wanted to be part of.

Takeaways for Building Your Own Culture

If you’re wondering how to bring some of that magic into your own team, here are a few things I’ve learned:

Live your values, don’t just talk about them.
Culture starts at the top and is reinforced in every decision, big and small. At Sprinkles, we weren’t just about cupcakes — we were about connection and joy, and that showed up in everything from how we welcomed guests to how we treated each other behind the counter.

Hire for heart and attitude.
We prioritized positivity and a spirit of hospitality over a packed résumé. That’s how we built a team that moved in sync — the famous Sprinkles Dance — and created an experience that felt like a celebration for customers and coworkers alike.

Empower your team.
We trusted our staff to solve problems and delight guests, whether that meant smoothing over a mix-up or surprising someone with a gifted cupcake to turn their day around. That kind of trust creates ownership and pride.

Celebrate everyone.
We marked anniversaries, shouted out achievements, and honored our Sprinkles Service Stars because loyalty and effort deserve to be seen. Even a small recognition can motivate and inspire.

Lead by example.
Charles and I were never above jumping in to clean or help on the floor — in fact, Charles became famous for his sweeping skills. When leaders roll up their sleeves, it sends a powerful message about the value of teamwork.

Support dreams beyond the job.
Our team included aspiring actors, writers, and directors — like Maureen, who started as a manager. We gave her a budget to create Sprinkles commercials before Instagram reels were even a thing, and she eventually went on to direct her own Hollywood movies! When you nurture people’s passions, you don’t just retain talent — you create a culture where people feel seen as whole human beings.

Twenty years ago, I never could have imagined that Sprinkles would spark so many lifelong friendships — and even a few marriages! To everyone who’s been part of this journey, thank you for making it unforgettable. And if you’re new here, welcome to the family. You’re part of what makes this story so special.

To all of you who showed up, flew in, or sent love from afar: you are the heart of Sprinkles. Here’s to 20 more years of laughter, late nights, and stories worth retelling over and over again!

With a full heart (and a few leftover OG cupcakes),

XO

candace

P.S. Have a favorite Sprinkles memory or a workplace tradition that’s close to your heart? Share it here!

P.P.S. Want more behind-the-scenes stories and lessons on building a business with heart? You’ll find plenty in my book Sweet Success — including the secret sauce that made Sprinkles so much more than just a bakery.