Sprinkles is Frosted Over Cupcake Newcomer

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Starting a business is no piece of (cup)cake. Just ask two of the newest bakeries to open in Southern California.

Beverly Hills-based Sprinkles — pioneer of the cupcake-only shop and purveyor of miniature morsels beloved by celebrities — is turning up the heat on competitors allegedly treading on its trademarked name and dot motif.

Three-year-old Sprinkles most recently set its sugary sights on Sprinkled Pink Cupcake Couture in Montecito. Last week, just one day after Wendy Jones opened her shop, she received a letter from Sprinkles demanding that she change the name of her bakery, which she registered when she got her business license in 2003.


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