brilliantly packaged beverly hills cupcakes

[image from the Sprinkles Website]

I was watching Martha while on the elliptical machine at the Y on Tuesday and saw a segment on these upscale minimalist cupcakes from Beverly Hills. Candace Nelson, the Executive Pastry Chef and owner of Sprinkles Cupcakes is a slender and attractive young woman, and the ideal spokesperson for her company. Watching her speak about her product, you somehow think that eating a Sprinkles Cupcake in one of the beautifully designed and minimalist Sprinkles Cafe locations won't make you fat.

Go to the Website and look at every one of the beautiful photos. They will make your mouth water, but in a restrained, smart, prudent sort of way. The cupcakes are served on a plate with an ecologically friendly fork. How elegant. Immediately, the cupcake which one would normally eat with one's hands, is transformed into something else. Into 'pastry' perhaps. As the advertising copy reads on the Website, "Let's be clear, they're not just pint-sized cupcakes. Cupcakes are something else entirely."

There is something intellectual and haute about these cupcakes. Read the Design statement. And the Community & Environment commitment. And notice the way the no-nonsense but beautiful and delicate font works on you as you read the text. Now mouse over the Flavors descriptions. Sheer genius! The Sprinkles experience is about so much more than cupcakes, or indulgence. Indulgence is wrong. Indulgence will make you fat. But design, architecture, the art of 'pastry' is a treat for the mind. Now that you have rationalized all of this, you are ready to spend the $46 for a dozen.