It is pink and mid-century modern minimalistic. The place rates high on cool points but low from a practical point of view. As mentioned in virtually every other review, the ordering system provokes a "what are you thinking?" The doughnuts in the middle, the ordering place on the left and the cashier to the right is highly dysfunctional and quite irritating in a soup nazi way.
I had the opportunity to taste 2 different filled doughnuts, the peanut butter cup and the marshmallow. My preconception of a filled doughnut - a doughnut fully encapsulating a filling is not what occurs at Jelly Modern. They make a thimble- sized indentation on the top of a hole-less doughnut and put the filling in that. In the case of the peanut butter cup the small amount of filling was sufficient because of the intensity of flavour but in the marshmallow it was insufficient. Further to the "fillings", the peanut butter cup was sensational and the marshmallow had a cloying sweetness without any discernible flavor. The doughnut itself was just okay, it was not greasy and was fairly light but it was not melt in your mouth good.
It may be worth a visit earlier in the day when the doughnuts are fresher. The gourmet doughnut is a cool concept and many different flavors seem enticing. Just share with a friend so you can try multiple flavors in one visit, those suckers are big! 3.5 stars