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Beyond 'Emilia Pérez': Inside 7 of the nastiest Oscar campaigns in history

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Beyond 'Emilia Pérez': Inside 7 of the nastiest Oscar campaigns in history

By the time “Emilia Pérez” had garnered 13 Oscar nominations, including for best picture, Netflix’s Spanish-language musical about a transgender drug lord had already been mired in controversy. Critics skewered the film’s portrayal of trans issues and Mexican culture.

Then Karla Sofía Gascón’s old social media posts resurfaced in which the first out trans performer to receive a lead actress nod maligned Muslims, George Floyd and diversity and seemed to body-shame the singer Adele.

Gascón apologized, deactivated her X account and then went on the defensive, sometimes tearfully, in an interview with CNN en Español, on her Instagram account and in a letter to the Hollywood Reporter in which she denounced “this campaign of hate.”

After the social media storm erupted, during a talk on podcast “The Town,” Netflix chief content officer Bela Bajaria called the controversy “a bummer” that distracted from the film and its accolades. Gascón has largely been sidelined from the movie’s awards drive.

Yes, it’s Oscar season, where the road to the red carpet is often littered with unforced errors, smear campaigns, opposition research and sometimes dirty tricks in efforts to undermine if not outright torpedo the front-runners’ chances.

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The Academy Awards are not just an evening of self-congratulation. In addition to prestige, an Oscar is a huge publicity generator that can translate into box office grosses, home video sales and streaming viewership.

While in years past such campaigns usually were fueled by awards consultants and frequently aimed at a single movie or actor, this season has seen controversies served upon multiple contenders.

It’s not just the professional consultants and studio marketers involved in these so-called whisper campaigns. Now small armies of amateur Internet sleuths and movie fans have joined the fray, turning gripes and teapot tempests into social media scandals.

“The big difference in the last 10 years is social media fanning the flames,” said Jason E. Squire, host of “The Movie Business Podcast” and professor emeritus at USC‘s School of Cinematic Arts. “The real question is whether it impacts Oscar voters.”

In addition to the travails of Gascón, best picture nominee “The Brutalist” has been slammed for admittedly using an AI speech tool to aid stars Adrien Brody and Felicity Jones’s Hungarian language skills. Fernanda Torres, the lead actress nominee for “I’m Still Here,” came under fire for appearing in blackface on a Brazilian television show in 2008. Torres apologized.

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Then there’s “Anora,” another best picture nominee, which was lambasted for not hiring an intimacy coordinator on set. At a London screening, Sean Baker, the film’s director, said that he had offered one to the lead actors.

With this year’s Academy Awards just weeks away, we take a look at notable controversies of the past, some of which perhaps deserve their own statuettes for spite and nastiness: putting the tin in Tinseltown.

Gwyneth Paltrow and Joseph Fiennes in “Shakespeare in Love.”

(Miramax Films)

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“Shakespeare in Love”

Oscar year: 1999

Backstory: Steven Spielberg’s World War II epic “Saving Private Ryan” was considered the favorite, but Miramax co-founder Harvey Weinstein, known for turning awards campaigns into a blood sport, had other plans.

Controversy: “Shakespeare in Love’s” best picture win is widely seen as the capstone to one of the most controversial award campaigns in Oscar history.

Mark Gill, then Miramax‘s L.A. president, told the Hollywood Reporter, “We used the playbook for ‘The English Patient’ — turbocharged, on steroids. It was just absolutely murderous the whole way through.”

Miramax staffers called voters to make sure they had received a VHS copy of “Shakespeare in Love.” Weinstein enlisted First Lady Hillary Clinton to host the film’s world premiere in New York, unleashed a blizzard of ads, hosted parties with the film’s stars and set up screenings and private dinners with Oscar voters.

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Weinstein also was accused of badmouthing the Spielberg film, a DreamWorks release.

Terry Press, DreamWorks’ marketing chief at the time, later said that she received calls from reporters telling her that Miramax publicists were “trying to get us to write stories saying that the only thing amazing about ‘Ryan’ is the first 20 minutes, and then after that it’s just a regular genre movie.”

And the Oscar goes to: “Shakespeare in Love” won seven Academy Awards including best picture and lead actress (Gwyneth Paltrow). “Saving Private Ryan” won five, including director (Spielberg).

A man stands, looking intense, next to a board filled with numbers

Russell Crowe played mathematical genius John Nash in “A Beautiful Mind.”

(Universal Studios)

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“A Beautiful Mind”

Oscar year: 2002

Backstory: The life of mathematician John Nash, a Nobel laureate who triumphed over schizophrenia, was chronicled in this acclaimed Ron Howard-directed biopic, earning eight Oscar nominations, including best picture.

Controversy: A narrative caught fire with critics who began charging that the more negative parts of Nash’s life were omitted from the film. Accusations that Nash was an antisemite, adulterer and homophobe began to appear in reviews, gossip sites and news articles, prompting him to appear on “60 Minutes” to refute the claims.

Angered by the reports, Sylvia Nasar, the author of the book on which the movie was based, wrote an op-ed for The Times, rebuking journalists and saying they had “distorted” material from her book and “invented ‘facts.’”

And the Oscar goes to: “A Beautiful Mind” won four Oscars including best picture, supporting actress (Jennifer Connelly) and director (Howard).

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Whoopi Goldberg, wearing a hat and wire-rimmed glasses, looks up from the Bible she's holding

Whoopi Goldberg in “The Color Purple.”

(Michael Ochs Archives / Getty Images)

“The Color Purple”

Oscar year: 1986

Backstory: Spielberg’s adaptation of Alice Walker’s Pulitzer Prize-winning novel earned 11 nominations, including best picture, director and adapted screenplay, and was Oprah Winfrey’s film debut, garnering her a supporting actress nomination.

Controversy: When the film was released in 1985, it immediately sparked a backlash, coming under fire for its depiction of rape and stereotypical representations of Black men, a portrayal that Spike Lee decried as “one-dimensional animals.” It also faced criticism for having been directed by a white man. During a special screening in Los Angeles, the Coalition Against Black Exploitation staged a protest.

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And the Oscar goes to: “Out of Africa” took home the best picture trophy. “The Color Purple” was shut out, vying with 1977’s “The Turning Point,” which also earned 11 nods, for the most nominated film to take home zero awards.

A man in military uniform walks with his arms around the shoulders of a woman in civilian dress.

Jessica Chastain starred in “Zero Dark Thirty.”

(Jonathan Olley / Sony Pictures Releasing)

“Zero Dark Thirty”

Oscar year: 2013

Backstory: Kathryn Bigelow directed this thriller about the decades-long manhunt for 9/11 mastermind Osama bin Laden, and the U.S. military raid on his Pakistani compound where he was killed. The film received five Oscar nominations including best picture and original screenplay.

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Controversy: When it was released, the film earned plenty of critical huzzahs, with The Times calling it “cinematic storytelling at its most effective.”

But it also drew opprobrium, with detractors taking aim at the movie’s depiction of torture and questioning its veracity. The film became a flash point for partisan bickering when critics of the Obama administration claimed that the film’s planned October release was timed to boost his reelection campaign — it was later moved to December.

There also were claims by some conservative activists that the CIA provided classified information to Bigelow and her team as they researched the film, charges that were denied by the filmmakers. A Senate inquiry into the matter was later dropped, Reuters reported.

And the Oscar goes to: “Zero Dark Thirty” took home the award for sound editing. Ben Affleck’s “Argo” won the top prize.

A white man in the driver's seat and a Black man in the back seat of a vintage car.

Viggo Mortensen and Mahershala Ali in “Green Book.”

(Patti Perret / Universal Pictures)

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“Green Book”

Oscar year: 2019

Backstory: The film chronicles the real-life friendship between a Black classical pianist, Donald Shirley, and Tony “Lip” Vallelonga, his Italian American driver, as they travel across the segregated South during Shirley’s concert tour in the 1960s. Directed by Peter Farrelly, it starred Mahershala Ali as Shirley and Viggo Mortensen as Vallelonga and earned five Oscar nominations including best picture.

Controversy: A swirl of charges surrounded the film, with many involving racial politics. Shirley’s family castigated the filmmakers for excluding them, saying the movie’s portrayal of Shirley as estranged from his family and the Black community was “hurtful.” They also called into question the depiction of his friendship with Vallelonga. Dr. Maurice Shirley, Donald’s brother, described the movie as a “symphony of lies.”

And the Oscar goes to: “Green Book” took best picture as well as statuettes for original screenplay and supporting actor (Ali).

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A black-and-white movie still of a standing woman yelling at a seated woman in a bedroom.

Joan Crawford as Blanche Hudson, left, and Bette Davis as Baby Jane Hudson in ‘Whatever Happened to Baby Jane?”

(Silver Screen Collection / Getty Images)

“Whatever Happened to Baby Jane?”

Oscar year: 1963

Backstory: The bitter rivalry between screen legends Bette Davis and Joan Crawford helped propel this film about an aging onetime child star who torments her sister, a paraplegic former actor.

Controversy: The actresses’ discord played out offscreen as Crawford actively campaigned against Davis, who earned a nomination for lead actress — her 10th and final nod.

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Crawford, who was snubbed, ended up onstage and accepted on behalf of Anne Bancroft, who won for “The Miracle Worker,” beating Davis. Bancroft was appearing on Broadway and was unable to attend the ceremony.

And the Oscar goes to: “Whatever Happened to Baby Jane” won one Oscar, for costume design.

Orson Welles as Charles Foster Kane in "Citizen Kane."

Orson Welles as Charles Foster Kane in “Citizen Kane.”

(Warner Bros.)

“Citizen Kane”

Oscar year: 1942

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Backstory: Often cited as the greatest film ever made, “Citizen Kane” tells the story of Charles Foster Kane (played by Orson Welles, who co-wrote and directed), a wealthy newspaper publisher whose death becomes a global sensation. It earned nine Oscar nominations including best picture and director.

Controversy: The movie was considered a thinly veiled swipe at real-life newspaper tycoon William Randolph Hearst, who did not take kindly to the celluloid portrait. He attempted to blacklist it through negative press in his Hearst newspaper chain and, along with his defenders, pressured theaters not to show it.

And the Oscar goes to: “Citizen Kane” won a single Oscar, for original screenplay. “How Green Was My Valley” won best picture.

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Mattel introduces its first Barbie with autism, headphones on and fidget spinner in hand

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Mattel introduces its first Barbie with autism, headphones on and fidget spinner in hand

Mattel is releasing its first autistic Barbie doll.

Created in partnership with the Autistic Self Advocacy Network (ASAN), the toy launched Monday is meant to represent children with autism spectrum disorder and how they experience the world.

The doll joins the Barbie Fashionistas line, which features more than 175 looks across various skin tones, body types and disabilities.

Previous additions include Barbie dolls with Type 1 diabetes, Down syndrome and blindness.

The Barbie with autism was in development for more than 18 months. ASAN, the nonprofit disability rights organization run by and for the autistic community, provided guidance as to how the doll can most accurately represent the various experiences people on the autism spectrum may relate to and celebrate the community.

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The toy features elbow and wrist articulation, which allows for stimming and other gestures. Her eyes are shifted to the side to avoid eye contact.

She carries a fidget spinner and a tablet. She also wears noise-canceling headphones and a loose-fitting dress that allows for less fabric-to-skin contact.

To celebrate the new doll, Mattel is donating more than 1,000 autistic Barbies to pediatric hospitals across the country that offer specialized services for children on the spectrum. According to the autism nonprofit, Autism Speaks, one in 31 children and one in 45 adults in the U.S. has autism.

“Barbie has always strived to reflect the world kids see and the possibilities they imagine, and we’re proud to introduce our first autistic Barbie as part of that ongoing work,” said Jamie Cygielman, global head of dolls at Mattel, in a press release.

She added that the doll “helps to expand what inclusion looks like in the toy aisle and beyond because every child deserves to see themselves in Barbie.”

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The toymaker’s investments in diversity and representation have proved commercially successful.

The Fashionistas line launched in 2009 and has provided the opportunity to create dolls beyond Barbie’s original look. In 2024, the most popular Fashionistas dolls globally included the blind Barbie and the Barbie with Down syndrome. The wheelchair-using doll has also consistently been a top performer since its debut in 2019.

Founded in 1945, Mattel started out of a Los Angeles garage. Over the last 80 years, the El Segundo-based company cemented itself as a multibillion-dollar toy company with products and brands like Fisher-Price, Hot Wheels cars and American Girl.

The new autistic Barbie is available starting Monday through Mattel Shop and retailers nationwide.

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Kanye West sues ex-employee over Malibu mansion lien

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Kanye West sues ex-employee over Malibu mansion lien

Kanye West, the rapper now known as Ye, is suing his former project manager and his lawyers, alleging they wrongfully put a $1.8-million lien on his former Malibu mansion.

The suit, filed in Los Angeles Superior Court on Thursday, alleges that Tony Saxon, Ye’s former project manager on the property, and the law firm West Coast Trial Lawyers, “wrongfully” placed an “invalid” lien on the property “while simultaneously launching an aggressive publicity campaign designed to pressure Ye, chill prospective transactions, and extract payment on disputed claims already being litigated in court.”

Saxon’s lawyers were not immediately available for comment.

Saxon, who was also employed as West’s security guard and caretaker at the Malibu property, sued the controversial rapper in Los Angeles Superior Court in September 2023, claiming a slate of labor violations, nonpayment of services and disability discrimination.

In January 2024, Saxon placed the $1.8-million “mechanics” lien on the property in order to secure compensation for his work as project manager and construction-related services, according to court filings.

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A mechanics lien, also referred to as a contractor’s lien, is usually filed by an unpaid contractor, laborer or supplier, as a hold against the property. If the party remains unpaid, it can prompt a foreclosure sale of the property to secure compensation.

Ye has denied Saxon’s allegations. In a November 2023 response to the complaint, Ye disputed that Saxon “has sustained any injury, damage, or loss by reason of any act, omission or breach by Defendant.”

According to Ye’s recent complaint, he listed the property for sale in December 2023. A month later, he alleged, Saxon and his attorneys recorded the lien and “immediately” issued statements to the media.

The suit cites a statement Saxon’s attorney, Ronald Zambrano, made to Business Insider: “If someone wants to buy Kanye’s Malibu home, they will have to deal with us first. That sale cannot happen without Tony getting paid first.”

“These statements were designed to create public pressure and to interfere with the Plaintiffs’ ability to sell and finance the Property by falsely conveying that Defendants held an adjudicated, enforceable right to block a transaction and divert sale proceeds,” the complaint states.

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The filing contends that last year the Los Angeles Superior Court granted Ye’s motion to release the lien from the bond and awarded him attorneys fees.

The Malibu property’s short existence has a long history of legal and financial drama.

In 2021, West purchased the beachfront concrete mansion — designed by Pritzker Prize-winning Japanese architect Tadao Ando — for $57.3 million. He then gutted the property on Malibu Road, reportedly saying “This is going to be my bomb shelter. This is going to be my Batcave.”

Three years later, the hip-hop star sold the unfinished mansion (he had removed the windows, doors, electricity and plumbing and broke down walls), at a significant loss to developer Steven Belmont’s Belwood Investments for $21 million.

Belmont, who spent more money to renovate the home, had spent three years in prison after being charged with attempted murder for a pitchfork attack in Napa County. He promised to restore the architectural jewel to its former glory.

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However, the property has been mired in various legal and financial entanglements including foreclosure threats.

Last August, the notorious mansion was once again put on the market with a $4.1 million price cut after a previous offer reportedly fell through, according to Realtor.com.

The legal battle surrounding Ye’s former Malibu pad is the latest in a series of public and legal dramas that the music impresario has been involved in recent years.

In 2022, the mercurial superstar lost numerous lucrative partnerships with companies like Adidas and the Gap, following a raft of antisemitic statements, including declaring himself a Nazi on X (which he later recanted).

Two years later, Ye abruptly shut down Donda Academy, the troubled private school he founded in 2020.

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Ye, the school and some of his affiliated businesses faced faced multiple lawsuits from former employees and educators, alleging they were victims of wrongful termination, a hostile work environment and other claims.

In court filings, Ye has denied each of the claims made against him by former employees and educators at Donda.

Several of those suits have been settled.

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The rise and fall of the Sprinkles empire that made cupcakes cool

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The rise and fall of the Sprinkles empire that made cupcakes cool

After the dot-com bubble burst in the early 2000s, Candace Nelson reevaluated her career. She had just been laid off from a boutique investment banking firm in San Francisco’s tech startup scene, and realized she wanted a change.

From her home, she launched a custom cake service that soon morphed into an idea for a cupcake-focused bakery. Nelson and her husband — whom she met at the Bay Area firm where she had worked — then pooled their savings, moved to Southern California and together opened Sprinkles Cupcakes from a 600-square-foot Beverly Hills storefront.

The store quickly sold out on opening day in 2005, and over the next two decades, the Sprinkles brand exploded across the country, opening dozens of locations of its specialty bakeries as well as mall kiosks and its signature around-the-clock cupcake ATMs in several states.

“It was an unproven concept and a big risk,” Nelson told the Times in 2013, at which point the business had 400 employees at 14 locations and dispensed upward of a thousand cupcakes a day from its Beverly Hills ATM alone.

But now, the iconic cupcake brand is no longer.

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Sprinkles abruptly shut down all of its locations on Dec. 31, leaving hundreds of retail employees across Arizona; California; Washington, D.C.; Florida; Nevada; Texas; and Utah in a lurch with little notice, no severance and scrambling to fulfill a surge of orders from customers clamoring to get their last tastes.

Candace Nelson, the founder of Sprinkles cupcakes, in Beverly Hills in 2018.

(Mel Melcon / Los Angeles Times)

Although Nelson long ago exited the company, having sold it to private equity firm KarpReilly LLC in 2012, she shared her disappointment with its fate on social media.

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“As many of you know, I started Sprinkles in 2005 with a KitchenAid mixer and a big idea,” Nelson said in the post. “It’s surreal to see this chapter come to a close — and it’s not how I imagined the story would unfold.”

The company, now headquartered in Austin, Texas, made no formal announcement regarding the closures and Nelson has not said more than what she posted online. The company did share a comment with KTLA, saying “After thoughtful consideration, we’ve made the very difficult decision to transition away from operating company-owned Sprinkles bakeries.” Neither Nelson nor representatives of Sprinkles and KarpReilly responded to The Times’ requests for comment.

Sprinkles’ demise comes at a tough time for the food and beverage industry. At brick-and-mortar food retail locations, the non-negotiable ingredient and labor costs can be high. And shifting consumer sentiments away from sugar-filled sweets and toward more healthy and functional options, strained pocketbooks, as well as pushes by federal and state governments to nix artificial colors and flavoring, are creating uncertainties for businesses, those in the food industry said.

A 24-hour cupcake ATM at Sprinkles Cupcakes in Beverly Hills in 2012.

A 24-hour cupcake ATM at Sprinkles Cupcakes in Beverly Hills in 2012.

(Damian Dovarganes / Associated Press)

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“Over the last 10 years the consumer has wizened up tremendously and is looking at the back of the label and choosing where to spend their sweets,” said David Jacobowitz, founder of Austin-based Nebula Snacks, an online food retailer.

At the same time, it’s also not uncommon for businesses owned by private-equity firms to close on a whim, where relentlessly profit-driven decisions might be made simply to pursue more lucrative projects. In recent years, private-equity deals have been seen to milk businesses for profit by slashing costs and quality, and have appeared to play a role in the breakup of some legacy retail brands, including Toys ‘R’ Us, Red Lobster, TGI Fridays and fabrics chain JoAnn Inc. On the flip side, private equity can help infuse much-needed cash into a business and extend its life.

Stevie León and her co-workers received a text the night before New Year’s Eve informing them the franchise Sprinkles location in Sarasota, Fla., where they worked would close permanently after their shifts the next day.

León, 33, said her position as a scratch baker mixing batter and frosting cupcakes overnight had been a dream job, since she had been searching for ways to develop baking skills without paying for expensive schooling.

“I really thought it was my forever job and it was taken away literally in a day,” she said. “I’m just taking it one day at a time.”

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Ivy Hernandez, 27, the general manager at the Sarasota store, said that after the news was delivered to her boss, the franchise owner, they rushed to learn their options to keep the store afloat but quickly learned it could be legally precarious to continue operating. The store had been open less than a year.

A nearby corporate store, Hernandez said, had been in disarray for months, with employees contending with broken fridges and lapsed ingredient shipments, as managers implored higher-ups to pay the bills so the business could operate properly.

“It really felt like they were trying to do everything they could to screw everyone over as hard as possible until the end,” Hernandez said.

Sprinkles did not respond to questions about the franchise program or allegations of mismanagement in the lead-up to the closure.

A person walks by Sprinkles on the Upper East Side in New York City in 2020.

A person walks by Sprinkles on the Upper East Side in New York City in 2020.

(Cindy Ord / Getty Images)

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The obsession with tiny cakes in paper cups traces back to an episode of “Sex and the City” aired in 2000 showing Miranda and Carrie savoring cupcakes on a bench outside a West Village bakery called Magnolia’s Cupcakes.

“Big wasn’t a crush, he was a crash,” Carrie says to Miranda as she peels down the wrapper on a cupcake topped with bright pink buttercream frosting. She punctuates the quip by taking a big bite, leaving a glob of frosting on her face.

The scene sparked a tourism phenomenon for the bakery — which went on to create a “Carrie” line of cupcakes — and helped propel the burgeoning cupcake industry and companies like Sprinkles Cupcakes, Crumbs Bake Shop and Baked by Melissa to new heights.

Within a decade there was already talk of a “Cupcake Bubble,” coined by writer Daniel Gross in a 2009 Slate article where he argued that the 2008 economic recession laid the groundwork for a proliferation of cupcake stores across America, because a lot of people could figure out how to make tasty cupcakes cheaply and scale up without a huge capital investment.

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Amid the decimation of many other local retail businesses, one could take over storefronts in heavily trafficked areas for cheap. As a result, “casual baking turned into an urban industry,” Gross said.

The cupcake fervor hit its peak when Crumbs, which had started as a single bakery on Manhattan’s Upper West Side in 2003, went public in a reverse merger worth $66 million in 2011. The wildly popular mini-cakes were selling at $4.50 a pop. But it became clear very quickly that it had grown too large, too fast. It closed in 2014 after it lost its stock listing on Nasdaq and defaulted on about $14.3 million in financing.

Analysts at the time said consumers were cooling on opulent desserts and suggested tougher times were ahead for bakeries that focused solely on cupcakes.

But Baked by Melissa has thus far proved those analysts wrong. The company has remained privately owned, and according to its founder, is focused on nationwide e-commerce operations — and on expanding the brand beyond sweets. Founder Melissa Ben-Ishay has gained a following on social media by sharing recipes for nutritious, easy-to-make meals.

“Businesses that prioritize quick value increases to get acquired often crash,” Ben-Ishay told Forbes last year. “We’re committed to maintaining product quality and steady, long-term growth.”

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Before its unceremonious and sudden closure, Spinkles company leadership had pushed to diversify its business as part of a strategy to recover from a pandemic-era lull.

Chief Executive Dan Mesches told trade publication Nation’s Restaurant News in 2021 that comparable sales had grown since pre-pandemic years. He said the company had ramped up its direct-to-consumer and off-premises offerings and created a line of chocolates made to look like the tops of their cupcakes. The company also introduced a new franchise program with the goal of opening some 200 locations in the U.S. and abroad over three years.

“Innovation is everything for us,” Mesches said.

Sprinkles was known for, among other things, inventive and somewhat corny methods of customer delivery. Besides the trademark ATMs, the company’s vending machines found at many airports made loud, attention-drawing jingles, drawing dramatic complaints and jokes from TikTok travelers. In the 2010s, the company debuted a custom-built truck — “the Sprinklesmobile” — to deliver cupcakes to cities without physical locations.

Frances Hughes, co-founder of online wholesale marketplace Starch, said there’s no question that gourmet sweet treats are still in vogue. But brick-and-mortar locations are much more risky, with more unpredictability. Having large fixed costs makes a business “extremely sensitive to small changes in traffic or frequency,” while online or e-commerce models can be more flexible.

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“I think cupcakes as a product still have demand. But the novelty paths that support that rapid retail expansion have passed,” Hughes said.

When Nelson, the Sprinkles founder, posted her somber message about the closure, she asked people to share memories of the company. Many offered heartfelt responses, her comments flooded with stories, for example, of poor college students making the trek to the Beverly Hills location for a limited number of first-come, first-served free cupcakes.

But many of the comments also criticized Nelson’s sale to private equity.

“You sold it to PE and expected it to not close?? What planet are you living on? I don’t begrudge you for selling as that’s entirely your choice but to think any PE firm cares about a company in the slightest is insanity,” one Instagram user said.

Nicole Rucker, an L.A.-based pastry chef and owner of Fat+Flour Pie Shop, said she didn’t observe a decline in the quality of the product after the private-equity takeover. She has been a longtime admirer of the company, driving up from San Diego to sample the cupcakes when its store opened. The simple attractiveness of the box and the logo, and the consistency in the way cupcakes were decorated, “was inspiring,” she said.

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“It had a strong hold on people for years,” Rucker said.

Rucker said however that when a private-equity-owned business shutters, she doesn’t feel sadness: “I would rather give my money to a fellow small-business owner, because I would rather know that every dollar and every sale matters.”

Michelle Wainwright, the owner and founder of Indiana-based bakery Cute as a Cupcake! said that although the niche cupcake industry may no longer be in its heyday — with “Sex and the City” no longer airing and competitive baking show “Cupcake Wars” (which Candace Nelson served as a judge on) now canceled — they are still versatile treats, with great potential for creativity.

And they are sentimental to her, because she uses her grandmother’s recipe.

“Cupcakes are still a winner,” Wainwright said. “It’s my belief that a life with out cupcakes is a life without love.”

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