Holly Armstrong
Holly Armstrong is the founder and creative force behind Starlight & Sage Co., a luxury brand specializing in handmade candles, art prints, and jewelry crafted from sustainable and eco-conscious materials. With a focus on evoking joy, nostalgia, and a sense of being “seen,” Holly combines her artistic vision with a commitment to environmental stewardship, donating a portion of each sale to ocean plastic removal and tree-planting initiatives. Her work emphasizes craftsmanship, thoughtful design, and community impact, positioning Starlight & Sage Co. as a meaningful, purpose-driven brand.
Before founding Starlight & Sage Co., Holly spent over a decade in the energy and sustainability industry, building expertise in strategy, trading, and commercial development at bp. She excelled in leading purpose-driven, diverse teams, fostering collaboration across business units, and driving initiatives that aligned with sustainability and growth objectives. Her entrepreneurial spirit was evident early on when she launched a web-based bakery business in college, which she managed end-to-end while pursuing her finance degrees.
Holly holds a Master of Science and a Bachelor of Business Administration in Finance from Texas A&M University, where she also engaged in extensive extracurricular leadership, including energy trading programs and DE&I initiatives. Her career combines a rare blend of analytical rigor, strategic insight, and creative entrepreneurship, making her a dynamic leader in both corporate and artistic ventures. She continues to expand Starlight & Sage Co., actively pursuing wholesale opportunities and engaging with the broader community through philanthropic and cultural initiatives.
• Texas A&M University
• Prairie View A&M University
What do you attribute your success to?
I attribute my success to trusting my gut, pursuing what brings me joy, and leaning into community and visibility opportunities that help me connect with customers. These elements have guided my creative and professional journey, allowing me to grow both personally and professionally.
What’s the best career advice you’ve ever received?
“No matter what happens in life, be good to people. Being good to people is a wonderful legacy to leave behind.” - Taylor Swift
”Never be so polite, you forget your power. Never wield such power, you forget to be polite.” - Marjorie Finlay
What advice would you give to young women entering your industry?
Listen to your gut, even if it goes against the life you've been conditioned to want. If you feel called to change course, act on it — often the greater risk is staying in a path that drains you. Entrepreneurship is not for everyone, but if you're willing to work for it, the rewards can be deeply fulfilling. Trust your instincts; don't be afraid to pivot when your current path stops bringing you joy. Letting go of the past, while honoring lessons learned, is worth the risk of remaining in a box that has grown too small. Take a deep breath, and leap.
What are the biggest challenges or opportunities in your field right now?
Right now, the biggest challenges I see are recovering from corporate burnout, managing the day-to-day of running a small business like taxes and LLC requirements, and finding the right networks to grow. At the same time, there are great opportunities to scale into wholesale and leverage media exposure and engaged fan communities to expand the business.
What values are most important to you in your work and personal life?
The values that guide me most are sustainability, creating joy and meaningful connections for my customers, staying authentic in everything I do, and making personal well-being a priority.
Locations
Starlight & Sage Co
Magnolia, TX 77354