Ep 18: From Texas Teacher to Brand Builder — A Story of Lone Star Roots, Community, and Content That Connects
@lonestar_roots
From Texas Teacher to Brand Builder — A Story of Lone Star Roots, Community, and Content That Connects
By Sherry Sutton | Heart of the Hustle Show
Discover how a Frisco-based entrepreneur turned a love for Texas and community into a thriving apparel brand. Learn how Carrie Ermence built Lone Star Roots and how showing up with authenticity can grow your brand.
Lone Star Roots: Where Heart Meets Humor in Texas Merch
The first time I saw someone light up over a t-shirt, I knew Lone Star Roots was doing something right.
Not because it was flashy or on-trend. But because it said something. Something about belonging, humor, home. That moment happened in a crowded North Texas market where Carrie Ermence—former teacher turned founder—was helping a customer pick between a hat that read "Sorry About My Husband" and a shirt with a heart planted squarely in the middle of Texas.
That scene captures the essence of Carrie’s brand: Texas pride wrapped in humor, grounded in heart.
From the Classroom to Creative Entrepreneurship
In this episode of Heart of the Hustle, I sat down with Carrie to explore her journey from education to entrepreneurship. Carrie didn’t just launch a brand—she created a community. Her Lone Star Roots merch isn’t just worn, it’s shared, gifted, and photographed around the world (literally—someone wore her shirt in London last week).
Carrie’s story began like many others: two people talking in their garage. But unlike most ideas that fizzle, this one stuck. Her background as a teacher gave her a deep understanding of connection and storytelling. Her grief over the loss of her father gave her the emotional spark. And her love for Texas gave her the cultural inspiration.
That foundation—equal parts love, loss, and laughter—would go on to shape not only her brand but also her leadership style.
Building a Brand That Resonates
Carrie’s early merch was simple—logo tees with heart—but she quickly learned that people connect with products that reflect their identity. Pop-up markets and mercantile spaces became her testing grounds. She leaned into humor, community, and authentic storytelling.
She also learned that the right product can spark real emotion. A mug that makes you laugh. A hat that reminds you of your hometown. These little details became her signature—and her secret to success.
The result? A brand that speaks directly to Texans (and honorary Texans) who love sass, style, and soul.
Community-Driven Growth
What sets Lone Star Roots apart from other lifestyle brands is how deeply it's tied to the local community. Carrie serves as Chair of Women Enhancing Business at the Frisco Chamber and sits as Advisory Council Member of Refresh NTX. Her calendar includes ribbon cuttings, leadership programs, nonprofit outreach, and hands-on mentorship for emerging entrepreneurs.
This community-first approach is more than a feel-good tactic. It’s strategic business development. Being present in the spaces that matter helps her build brand recognition, customer loyalty, and partnerships that fuel growth.
She also treats every pop-up as an experience. Carrie doesn’t just show up with a table—she brings an entire vibe. From pirate-themed Halloween setups to Instagrammable holiday displays, her booths are designed to delight.
“People don’t just buy your product,” Carrie says. “They buy into your purpose.”
And it shows.
Awards & Accolades (and a Lot of Laughs)
Carrie’s dedication hasn’t gone unnoticed. In 2025 alone, she was named Entrepreneur of the Year, Best Boutique, Best Apparel Shop, and Woman of Inspiration by Star Local Media.
But what’s more compelling than her awards is her attitude. She tells the story of almost skipping the Entrepreneur of the Year gala… until her husband insisted she at least get her hair done. She went, won, and high-fived the whole room on her way to the stage. That’s Carrie: funny, humble, and full of heart.
Her merch is the same way—rooted in personality, fun, and authenticity. Her “Texas Girl” and “If Lost, Return to Texas” shirts are some of the best sellers for a reason. They speak directly to who her customers are—and who they aspire to be.
The Power of Humor and Identity
Carrie’s not afraid to be a little cheeky. Her merchandise includes slogans like “Sorry About My Husband” and “Camping Without Beer Is Just Sitting In The Woods.” It’s not just about getting a laugh. It’s about connection.
Humor has been a huge part of Lone Star Roots’ appeal. These pieces of merch create moments. A shared laugh. A conversation starter. A social media post that tags the brand and brings in new followers.
And those moments compound. They create visibility, relatability, and loyalty.
Lessons For Aspiring Entrepreneurs
There’s so much to learn from Carrie’s approach:
Start with what you love. Carrie’s love for Texas is the foundation of everything.
Iterate in public. She didn’t wait for perfect. She tested ideas in the market.
Say yes to your community. Volunteering, networking, and giving back open doors.
Make your customers laugh. Relatability builds trust—and trust builds sales.
Stay true to your roots. Don’t try to appeal to everyone. Speak directly to your people.
Why Merch Works (When It’s Done Right)
Lone Star Roots isn’t just successful because it sells t-shirts. It’s successful because those t-shirts tell stories. They create pride, nostalgia, and humor—three emotional triggers that drive purchasing decisions.
If you’re a product-based business, this is your cue to think beyond the product. Ask:
What emotion does this evoke?
What story does it tell?
How does it reflect the customer’s identity?
When your brand becomes a mirror, customers become your marketers.
Watch the Full Episode
🎧 Watch the full episode of Heart of the Hustle on YouTube or listen on your favorite podcasting platform. You’ll laugh, you’ll learn, and you might even cry!
Ready to Show Up Like Carrie?
If you want to create visibility like Carrie without doing all the heavy lifting—let’s work together. Be a guest on Heart of the Hustle and walk away with:
A fully produced, polished interview
Social-ready reels and clips
Story-driven blog content (like this!)
Done-for-you content that feels like YOU
👉 Book your session and let’s turn your story into strategy.
Because content doesn’t have to be complicated. It just has to be rooted in your truth.
FAQs
What is Lone Star Roots? Lone Star Roots is a Texas lifestyle and apparel brand founded by Carrie Ermence. Known for its cheeky t-shirts, locally sourced goods, and heart-forward mission, it celebrates Texas pride with humor and heart.
Where can I buy Lone Star Roots merch? You can shop online at lonestarroots.com or visit their booth at Lone Star Mercantile in Allen, TX.
What kind of content do guests get from Heart of the Hustle? Each guest receives a polished interview, social media video clips, blog posts, and marketing strategy insights—all tailored to their business.
How does Heart of the Hustle help product-based businesses? We turn your story into a content engine—interviews, reels, written content, and strategy built for visibility and connection.
Can I use the content across platforms? Yes! We give you everything you need to post on YouTube, Instagram, LinkedIn, and beyond.
Keywords: Lone Star Roots, Texas lifestyle brand, Frisco entrepreneur, women in business Texas, content marketing, community-driven branding, merch strategy, podcast visibility, Heart of the Hustle, Sherry Sutton, local business storytelling, Texas humor apparel, pop-up business tips, entrepreneur branding
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