Sterling Partners Leads Series A Funding for Fancy Sprinkles

September 26, 2018

Investment aligns with the firm’s intent to invest in direct-to-consumer, e-commerce driven businesses

CHICAGO/LOS ANGELES – September 26, 2018Sterling Partners (“Sterling”), a diversified investment management firm committed to building great companies and inspiring growth, has invested in Fancy Sprinkles, a woman-owned, women-run, direct-to-consumer, e-commerce business that strives to make the very best in confectionery sprinkles. This is the first institutional investment for the company.

Based in Los Angeles, Fancy Sprinkles is led by CEO and Creative Director Lisa Stelly Osbourne. Sterling’s investment in the company aligns with its commitment to working with entrepreneurs and driving transformational growth for its portfolio companies.

Stelly Osbourne conceived the idea of Fancy Sprinkles shortly after welcoming her second child and launched the company in 2016 with just $2,000. A passionate cake artist, Stelly Osbourne was constantly in search of decorative, sweet, and high-end toppers, and she was dissatisfied with the choices available in stores and the lack of options overall. Over several months, she became a sprinkle connoisseur, sourcing rare, artisan sprinkles, manufacturing her own custom colors, and combining them into something she would want to use. Today the company prides itself on the options it provides and creating choices consumers never knew they had, for almost any occasion and baked good.

Sterling’s capital will support Fancy Sprinkles’ needs to hire and expand infrastructure and evaluate growing its product pipeline and retail partnerships. Stelly Osbourne will continue to lead the business. She will focus on developing products and creating content for the company’s social channels to further grow and connect with her customer base.

“I am so excited about Sterling’s partnership. I know it’s a true testament to the model my team and I created,” said Stelly Osbourne. “I’ve worked so hard to get to this point and I cannot wait to take Fancy Sprinkles to the next level and reach even more of my fellow bakers. If you want to be the best, you must learn from the best and Sterling’s team has been incredible thus far. I have no doubt we will do great things together.”

Fancy Sprinkles sells its products à la carte, through a monthly subscription, and through partnerships, including an upcoming engagement with Neiman Marcus. Products include but are not limited to vegan sprinkles, crunchy and round sprinkles, seasonal sprinkles, sugar shapes, like stars and hearts, and their signature CRUNCHY JIMMIES,® a powdered sugar-based sprinkle that yields a sweet, and exceptionally crunchy taste and texture.

“Sterling was founded initially not as an investment firm but as a group of individuals who were building disruptive technology-driven companies,” said Steven Taslitz, Chairman and Co-Founder of Sterling Partners. “Investing in Fancy Sprinkles and working with an entrepreneur like Lisa is at the core of who we are and what we do. We look forward to growing this e-commerce, direct-to-consumer venture and expanding the joy and fun this product brings consumers.”

Sterling’s direct-to-consumer, food-focused investments include Roti Mediterranean, SusieCakes, and Forbidden Root. Learn more at

About Fancy Sprinkles: Fancy Sprinkles is a woman-owned, women-run company. It was started in 2016 by now CEO & Creative Director Lisa Stelly Osbourne. Fancy Sprinkles strives to make the very best in confectionery sprinkles as a direct-to-consumer, e-commerce-based business, and has the ability to work directly with its customers and provide them with exceptional goods and customer service. For more information, visit:

About Sterling Partners: Sterling Partners is a diversified investment management firm with a distinct point of view on how to build great companies. Founded in 1983 and having invested billions of dollars, Sterling is guided by its stated purpose, INSPIRED GROWTH®, which describes Sterling’s approach to investing in differentiated businesses and growing them in inspired ways. Sterling provides valuable support to the management teams of the companies in which the firm invests through a deep and dedicated team of professionals, including a strong network of outside directors and advisors. The people at Sterling believe in ideas and ideals, in people and in partnerships that drive long-term success.