by La Jolla, California — One of California’s most recognizable dessert brands has quietly come to an end. Sprinkles Cupcakes has permanently closed all of its bakery locations nationwide, including its only San Diego store in La Jolla, marking a sudden and emotional conclusion to a company that helped launch the modern cupcake craze.
The closures took effect on New Year’s Eve, according to managers at individual locations. As of publication, the company itself has not issued an official public statement, leaving employees and longtime customers scrambling for answers.
Employees say closure came with little warning
At the La Jolla store, staff members learned of the shutdown just days before it happened. Julie Radcliff, the assistant general manager at the La Jolla location, said store managers were notified Monday around 4 p.m. that all locations would be closing.
Front-of-house staff, bakers, and frosters were then informed they would be out of a job by Tuesday night, just one day before the final closure.
“It’s a bummer,” Radcliff said. “Almost 15 years at this location, 20 years in the business.”
She added that while many employees already worked second jobs, the sudden timing would be especially difficult for older workers, including longtime frosters, who may face more challenges finding new employment.
Founder reacts emotionally to company’s end
Although Sprinkles has not made a formal announcement, Candace Nelson, who founded the brand in 2005, addressed the closure in a video posted to Instagram.
“A few days ago, I learned that Sprinkles Cupcakes, the company I started in 2005, and then sold to private equity in 2012, will be closing its bakery doors today,” Nelson said.
Nelson emphasized that she no longer owns or operates the company, having sold it more than a decade ago. Still, the news was deeply personal.
“This isn’t how I thought the story would go,” she said. “I thought Sprinkles would keep growing and be around forever. I thought it was going to be my legacy.”
From Beverly Hills boutique to national brand
Sprinkles Cupcakes was founded in Beverly Hills in 2005, quickly gaining national attention for its upscale take on cupcakes at a time when the concept was still novel.
The brand expanded to 21 storefronts across multiple states and became famous for its Cupcake ATM machines, which allowed customers to purchase cupcakes around the clock. At its peak, Sprinkles operated 25 ATMs, which it marketed as the first of their kind.
Nelson sold the company in 2012 to KarpReilly LLC, after which the brand continued expanding under new ownership.
Sprinkles’ influence extended far beyond its stores. Nelson became a respected business leader, speaker, mentor, and New York Times–bestselling author, while the brand itself earned praise from major cultural figures. Oprah famously named Sprinkles one of her favorites, and the Los Angeles Times once called it “the progenitor of the haute cupcake craze.”
Closure appears to contradict recent expansion plans
The sudden shutdown has left many questioning what went wrong. As recently as Dec. 16, Sprinkles was actively promoting the opening of a new store in Burlingame, California on social media.
There were no public indications that the company was facing immediate closure, making the decision all the more jarring for employees and loyal customers.
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By 4:30 p.m. Wednesday, the La Jolla store had sold out completely of cupcakes and was preparing to close as soon as all pre-orders were picked up. Radcliff noted that while the storefront emptied quickly, the Westfield UTC Cupcake ATM remained heavily stocked earlier in the day.
Customer backlash grows online
As news of the closures spread, social media backlash intensified, particularly over the handling of layoffs.
One commenter wrote:
“Thanks for the one-day notice of unemployment and no severance!”
Another added:
“One day notice of losing my job — how will I take care of my five kids now?”
The abrupt timing of the closures, especially during the holiday season, has drawn criticism from customers who once viewed the brand as a model of modern food entrepreneurship.
San Diego loses a longtime dessert staple
The La Jolla location had been part of San Diego’s dessert scene for nearly 15 years, serving residents, tourists, and weekly regulars. For many, it wasn’t just about cupcakes, but about routines, celebrations, and community.
“Thank you to all the loyal guests who came in every week,” Radcliff said. “We’re really sorry we didn’t get to see everyone before closing our doors. But we did get to say goodbye to some regulars.”
No response from company as questions remain
Sprinkles Cupcakes was contacted for comment on Dec. 31, but did not respond in time for publication. It remains unclear whether the closures are tied to financial challenges, lease issues, private equity decisions, or broader changes in consumer spending.
For now, customers holding gift cards, employees seeking severance clarity, and fans hoping for answers are left with uncertainty.
End of an era for a once-iconic brand
The sudden end of Sprinkles Cupcakes underscores how quickly even culturally iconic brands can disappear in today’s retail and food landscape. What began as a single Beverly Hills bakery helped define an entire dessert movement — and now, it’s gone almost overnight.
Were you a regular at Sprinkles, or affected by the sudden closures? Share your experience in the comments and join the conversation as San Diego says goodbye to a once-beloved cupcake staple.
