Ascot + Hart: Where California Cool Meets Texas Charm

Kelly Douglas

1 day ago

7 min read

From a shared love of fashion and fabulous finds to a lifestyle brand with millions of followers, founders Jen Coleman and Laura Wiertzema are redefining effortless style, friendship, and the art of building something extraordinary.

There is something undeniably appealing about a brand that doesn’t try too hard. A little rock and roll, a touch of vintage charm, a hint of California sunshine, and just enough Texas attitude to make a statement. Welcome to Ascot + Hart, the fashion and lifestyle destination where individuality is celebrated, personal style has no rules, and looking effortlessly cool is simply part of the experience.

Two women share a passion for fashion, creativity, and discovering those special pieces that make getting dressed feel exciting. Jen Coleman and Laura Wiertzema have turned their friendship and love of shopping into a thriving lifestyle business, proving that great ideas often start with something as simple as shared taste and knowing what people love.

What makes their story especially interesting is that they have built their success while living states apart. With Laura based in Los Angeles and Jen in Texas, the two have created a brand that beautifully blends the relaxed, sun-kissed spirit of Southern California with the confident, playful personality of the Lone Star State.

The result? A fashion destination that feels authentic, approachable, and refreshingly different.

A Little California, A Little Texas, and a Whole Lot of

Style

At its heart, Ascot + Hart celebrates personal expression.

Imagine a perfectly worn vintage-inspired graphic tee paired with your favorite denim, a statement jacket, stylish sunglasses, and a trucker hat that somehow pulls the entire look together. Add a little western influence, a touch of rock-and-roll attitude, and accessories that make an outfit feel uniquely yours.

That is the magic of Ascot + Hart.

The brand’s aesthetic effortlessly moves between casual California cool and bold Texas charm. It is fashionable without being overly polished, playful without sacrificing sophistication, and designed for women who appreciate style but aren’t interested in following every trend.

The collection has an undeniable sense of freedom. Pieces are meant to be mixed, matched, layered, and worn with confidence. A vintage tee can feel just as appropriate for a weekend brunch in Malibu as it does for an afternoon of shopping in Dallas. A statement jacket can transform an everyday outfit into something memorable.

For Coleman and Wiertzema, fashion is about more than what you wear. It is about how you feel when you wear it.

And that confidence is exactly what makes their brand so appealing.

From Shopping Enthusiasts to Social Media Trailblazers

Long before influencer marketing became a multibillion-dollar industry, Coleman and Wiertzema were already discovering the power of sharing what they loved.

Their story began in 2012, when the two retail professionals connected through a shared love of shopping, fashion, food, and everyday discoveries. What started as a friendship quickly developed into a creative partnership.

They launched an Instagram account called Target Does It Again, sharing exciting finds, stylish discoveries, and products they genuinely enjoyed from the popular retailer.

The response was almost immediate.

In a remarkably short time, the account attracted 10,000 followers, signaling that their enthusiasm resonated with an audience far beyond their own circle of friends.

When social media was still finding its identity as a marketing platform, the pair recognized something important: people loved discovering great products through recommendations that felt personal and genuine.

Their audience kept growing, and by 2016, Target Does It Again had surpassed half a million followers. Their success also led to collaborations with Target, opening the door to opportunities neither had originally imagined.

Building on that momentum, they introduced Costco Does It Again in April 2016, bringing their signature approach to another beloved retailer. Within three weeks, the new account attracted about 32,000 followers.

What began as a fun way to share shopping discoveries was quickly becoming a successful business.

Today, their combined social media communities represent approximately 2.6 million followers, including audiences for Target Does It Again, Costco Does It Again, and Ascot + Hart.

For two women who simply enjoyed discovering great things, the journey has been extraordinary.

The Secret Behind Their Success? Keeping It Real

In a world where social media trends change almost overnight, maintaining an engaged audience for more than a decade takes real effort.

Yet Coleman and Wiertzema have done exactly that.

Their approach has always been refreshingly simple: share what they genuinely love.

Rather than promoting every product or accepting every partnership, they have built their reputation around recommendations that reflect their personal tastes and lifestyles.

Their followers aren’t simply looking for another advertisement. They are looking for inspiration, discoveries, and suggestions from two women whose opinions they have come to trust.

That relationship has become one of the most valuable elements of their business.

It is also what makes Ascot + Hart feel so personal. The brand isn’t an attempt to manufacture a lifestyle. It is a natural extension of the women behind it.

From their favorite fashion pieces to the products they discover while shopping, everything connects to the same philosophy: if they love it, their audience might love it too.

That kind of authenticity is difficult to replicate, and it has helped turn their creative partnership into something lasting.

From Instagram Inspiration to a Fashion Destination

After years of building an impressive digital following, Coleman and Wiertzema decided it was time to bring their vision into the real world.

On November 22, 2021, Ascot + Hart opened its brick-and-mortar boutique in Richardson, Texas.

For a brand that had developed much of its identity online, opening a physical store represented an exciting new chapter.

Suddenly, customers could do more than admire their favorite pieces through a screen. They could step inside, explore the collections, discover unexpected treasures, and experience the brand’s personality firsthand.

The boutique brings together a carefully selected mix of new and vintage clothing, graphic tees, jackets, trucker hats, sunglasses, home accessories, beauty items, and unique gifts.

It is the kind of store where browsing becomes part of the fun.

You might arrive looking for a new tee and leave with a fabulous jacket, a stylish accessory, and a few unexpected finds you didn’t know you needed.

That sense of discovery is central to the Ascot + Hart experience.

While many digital brands focus exclusively on online growth, Coleman and Wiertzema understood the appeal of creating a space where customers could connect with their style more personally.

The boutique gives their community a place to experience the creativity, individuality, and relaxed atmosphere that have defined the brand from the beginning.

Two Women, Two States, One Incredible Vision

Perhaps one of Ascot + Hart's most inspiring aspects is the partnership behind it.

Running a business with a friend can be challenging. Running one while living hundreds of miles apart adds an entirely different dimension.

Yet for Coleman and Wiertzema, their different locations have become part of the brand’s identity.

Laura brings Los Angeles's relaxed coastal sensibility, where effortless style, vintage fashion, and a laid-back attitude are part of everyday life.

Jen brings Texas's warmth, personality, and confident fashion influence, where a great pair of boots and a statement-making outfit are always welcome.

Together, their perspectives create something distinctive.

Neither influence overwhelms the other. Instead, they complement each other beautifully.

Their success also reminds us that great business partnerships don’t necessarily require sharing an office or living in the same city. What matters is a shared vision, mutual respect, creativity, and the ability to continue evolving together.

For fourteen years, the two have demonstrated that friendship and entrepreneurship can be a powerful combination.

And they've made the journey look like a lot of fun along the way.

More Than Fashion, It’s a Lifestyle

Ascot + Hart stands out for making fashion feel accessible without losing its personality.

The brand isn’t about dressing for approval or chasing the latest runway trend. It is about discovering pieces that reflect who you are and wearing them in a way that feels natural.

The vintage-inspired clothing has a sense of nostalgia, the graphic tees have youthful energy, and the accessories have playful confidence.

It is fashion for women who appreciate a little edge, enjoy mixing styles, and know the most memorable outfits often break the rules.

That philosophy extends beyond clothing.

Through their social media communities, Coleman and Wiertzema have created an ongoing conversation about shopping, lifestyle, and the joy of discovering something wonderful.

Their followers have grown alongside them, moving from online shopping recommendations to a fashion brand that offers a more complete expression of their shared aesthetic.

And in an industry where trends can disappear as quickly as they arrive, Ascot + Hart has built its identity around something far more enduring: personality.

The Next Chapter Looks Fabulous

From sharing shopping discoveries in their early days to building a multimillion-follower community and opening their own boutique, Jen Coleman and Laura Wiertzema have created a success story rooted in friendship, instinct, and a genuine love of what they do.

Their journey proves that the most compelling brands aren’t always born in corporate boardrooms or built through elaborate marketing strategies.

Sometimes they begin with two friends, a shared passion, and the confidence to turn an idea into something bigger.

Today, Ascot + Hart represents a distinctive blend of fashion, lifestyle, and entrepreneurial spirit. It celebrates individuality, embraces a little attitude, and reminds women that personal style should always be enjoyable.

Whether you’re drawn to California's easygoing sophistication, Texas's bold personality, or simply love discovering something that feels uniquely yours, Ascot + Hart offers a little something for everyone.

Because great style isn’t about where you live or what everyone else is wearing.

It’s about having the confidence to make it your own.

And if you can have a little fun along the way, even better.