Indulge Cupcakery & Donut Bar

First, the physical space. It’s a very nicely laid out space, cool display, even has a small semi-​private «room» with ~4 tables, or you can sit by the windows and watch the world go by. The display cases are not your standard bakery cases, but more a counter display with glass which does make it much easier to see the donuts and cupcakes.
Second, the donuts. I don’t really have anything bad or good to say about them. I tried four different varieties so far and they are all decent donuts, but nothing special. Prices are ok. Perhaps my only minor complaint is I would like a few more choices, I am personally a fan of donut places with a LOT of choices. Based on the donuts alone this would have probably been a 3-​star review, if you need a box for the office this is a decent choice.
Last, the cupcakes. I’ve tried four varieties of these as well, and was not impressed with any of them. The cake on all of them was a bit dry, the icing was ok, but just standard cake icing, nothing about it was special. The prices seemed a bit high for a standard size cupcake which I didn’t perceive had anything special done to it. Based on the cupcakes alone this would have been a 1-​star review.
I split the difference on the star rating between the donuts and the cupcakes.

Sigh.
I don’t understand what is up with Collierville. Each time I think it’s finally going to get a cool eatery, it sucks in some fashion.
The first time I was at Indulge I went just to try the cupcakes. You know that feeling as a kid where you CAN’T WAIT to get that toy you always wanted for the holidays/​birthday, you’ve told everyone that you wanted it, and instead you either don’t get it at all or you get some cheap knock-​off that breaks within five minutes of playing with it? Yeah, that’s how I felt about these cupcakes. I didn’t expect the holy grail that is Muddy’s, but geez, these cupcakes were terrible. I could get better cupcakes at my local grocery store.
I don’t remember how much the cupcakes were (and notice the prices aren’t even up on the web page that I can see), but my recollection they were just a tad bit less in cost than Gigi’s and more expensive than Muddy’s.
I went a second time to try out the donuts. They were just OK, I can get better at Oh! Susanna’s! right down the road.
Sigh.