Just last year (2012) I discovered J. Co when I was interviewed by a bunch of students for their project. They treated me my first donut here and I can say that it's one of the finest donut i've ever had since then. I'm not a sweets enthusiast but more into something creamy.
After that experience, I told my wife about this establishment (she's the one with the sweet tooth) and she loved it, quickly changing her loyalty from krispy kreme to J. Co.
The staff are friendly enough to assist my wife find their best sellers (which she say that their service is really good).