The smell of freshly fried dough and sugar hung in the air as Shawn Willis sat by the window in Dough Joy's Capitol Hill location, laughing as he admitted how he and the other co-founder bought a food truck without a plan. This spontaneous beginning in May 2021 blossomed into one of Seattle's most beloved donut destinations, with locations now in Capitol Hill, West Seattle, and Ballard.

“We were thinking, do we do donuts? Do we do a taco truck? " Willis told the SGN. “But donuts felt like a middle ground between figuring out how to do something once and then replicating it in different fun ways.”

Willis's journey into donuts was anything but conventional. After he moved from LA in 2017 and dabbled in veganism-related publishing, the pandemic forced a pivot, shutting down his vegan dinner parties. When a friend offered up his food truck, Willis and his partner took the leap.
"We made [the donuts] on the truck overnight, which was crazy," Willis said. "Rain would pour through the window while dough proofed on the table."

After struggling with commissary kitchen costs in Tukwila — “four grand a month at one point,” he said — they secured their first brick-and-mortar location in Capitol Hill, followed by a West Seattle production kitchen.

A rotating menu of creative flavors

What makes Dough Joy stand out in Seattle's crowded donut scene? "We have no egg, no dairy, and no nuts," Willis explained. "And we have gluten-free options separate from the case."

The shop deliberately avoids vegan labeling, as Willis said this creates exclusivity, and that “these are just great donuts.”

The gluten-free options defy expectations. Willis said they’re a little denser and cakier than the non-gluten-free ones, but that they aren’t dry.

"People have preconceived ideas, but we're trying to change that," he added.

Dough Joy's seasonal rotation keeps customers coming back. Current offerings include blueberry lavender and chocolate chip cookie, while fan favorites like the “everything bagel” donut and maple bars stay in the lineup.

“[The flavor inspiration comes from] our managers, staff from other shops, seasonal stuff," Willis said, noting how the thin mint donut was a last-minute creation. "I realized it's the last month when Girl Scouts are active."

The development process can be sticky or flaky. Some ideas, like a cookie-dough donut, got shelved due to labor constraints, as Willis said the creation process is cumbersome.

"We had a chocolate cherry that didn't sell as well as our lavender last month, so we kept the lavender," Willis explained.

Queer community at the core

Dough Joy's LGBTQ+ roots run deep. The store supports organizations like Lifelong AIDS Alliance, The Trevor Project, and Immigration Equality, having raised "$2000 for LGBTQ asylum seekers in one weekend," Willis said.

Its signature glitter-covered Pride donut is available year-round, because queerness is not limited to the month of June. It comes at a price, though, with one pound of glitter costing $800, but Willis considers it essential.

"Kids love it, especially in West Seattle," he noted.

During Pride Month, Dough Joy offers a Transgender Pride donut in blue, pink, and white. The business also supports local events like Trans Day in the Park, which Willis said Dough Joy has donated to since the first year, adding that consistently showing up is crucial to supporting the LGBTQIA+ community. For Pride 2025, plans include a possible rooftop party and Capitol Hill Pride Festival appearance.

"Every customer is important," Willis emphasized. "No one leaves empty-handed... Our team is very diverse... However you identify, if you share our values, you belong here."

The newest location, in Ballard, continues this tradition, and future expansion could include Tacoma, Bellevue, or Beacon Hill, though Willis isn't rushing.

"Six to eight shops in the area would be nice in three to five years," he mused.

"I think the main thing is the experience that you get when you come in... We're always friendly, welcoming... You kind of feel like people want you here," Willis said.

Whatever comes next, Dough Joy remains committed to its mission — one inclusive, glittery donut at a time.

Follow @doughjoyseattle on Instagram for seasonal flavors and events.