On April 13, 2005, the couple opened Sprinkles Cupcakes, the world's first cupcake bakery. They started in a -shop in Beverly Hills, California. Though the bakery business was in a four-year no carb slump and early naysayers, they sold 2,000 cupcakes the first week. Nelson is described as having a "sophisticated" take on the classic cupcake, using finest quality ingredients like sweet cream butter, pure Nielsen-Massey Madagascar Bourbon vanilla and Callebaut chocolate. She also creates offbeat offerings like vegan and gluten-free cupcakes and even cupcakes for dogs. The sleek, minimalistic store was designed by an architect from Vienna and the logo and packaging were recreated by a former Martha Stewart employee.
