Meet Angela Williams | Tech Executive & Founder of SABLE + SAGE

We had the good fortune of connecting with Angela Williams and we’ve shared our conversation below.

Hi Angela, what was your thought process behind starting your own business?
For me, launching SABLE + SAGE was both personal and intentional. I’d spent years climbing the corporate ladder in tech, leading high-impact operations and privacy teams at companies like Meta and Google. But I reached a point where I wanted to create something of my own—something that reflected not only my values but also the lifestyle I was working so hard to build.

At the same time, I was deep in my own wellness journey—juggling early-morning workouts, business meetings, and the realities of everyday life. I kept thinking, “Why is it so hard to find athleisure that’s both elevated and effortless?” Most pieces either felt overly trendy, poorly made, or simply not designed with women like me in mind—women with busy, dynamic lives who still want to show up polished and powerful.

That’s really what lit the spark for SABLE + SAGE. I kept thinking, “If I can’t find pieces that work for my lifestyle, I’ll create them.” So, I set out to build a luxury athleisure brand designed for women in motion—especially those juggling meetings, school drop-off, lunch with girlfriends, travel, errands, and oh yeah… still trying to fit in a workout. I wanted to create a line that not only kept up with our pace but matched our presence. And as someone who’s always been passionate about strategy, design, and building community, entrepreneurship felt like the natural next step.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
SABLE + SAGE started as a personal solution to a problem I was living every day. I was on my own wellness journey—working out consistently, rebuilding my confidence, and figuring out what wellness looked like for me as a grown woman with real responsibilities. I wanted clothes that could keep up with my lifestyle—something I could wear from a morning workout to a coffee meeting, then to errands or lunch with girlfriends—without needing to change three times. But everything I found either looked too casual, felt too young, or wasn’t designed with my body or lifestyle in mind. That gap is what inspired me to create SABLE + SAGE.

We design luxury athleisure for women in motion—especially those who are leading businesses, raising families, pursuing wellness, and showing up in every space with purpose. I wanted pieces that not only felt amazing on but also made you feel seen. That meant thoughtful details, elevated fabrics, and silhouettes that flatter without compromising function.

What I’m most proud of is how clear the brand has become. I started with a vision—to create something that felt both elevated and effortless—and through listening to our community, refining our designs, and staying true to our values, we’ve built something that resonates. I’ve had women try on our leggings and say, “I feel amazing! I LOOK amazing in these!.” That’s the win.

Getting here hasn’t been easy. I self-funded this business after taking a career sabbatical, so every decision had to be strategic. I had to learn how to design, source fabrics, negotiate with manufacturers, build a Shopify store, and lead a go-to-market launch—all while staying grounded in the why. The biggest lesson? Clarity over chaos. There will always be noise, opinions, and pivots, but staying anchored to your vision and values will guide your next best step.

What I want the world to know is that SABLE + SAGE isn’t just about clothes. It’s about honoring the rhythm, beauty, and ambition of real life. It’s a love letter to women who are doing it all and still choosing themselves. We’re not chasing trends—we’re creating pieces that move with you, support you, and remind you of your power.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
All of my friends know that if they’re visiting me, a workout with my trainer Shannon is non-negotiable—no exceptions, lol. It’s our version of a welcome ritual. After that, we’d head out for a walk through one of Atlanta’s beautiful parks—maybe Piedmont or Chastain—for a little movement and good conversation. Then we’d switch gears and get glam for cocktails at the St. Regis, followed by a dinner reservation at Bacchanalia—because if we’re doing Atlanta, we’re doing it right.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
First and foremost, I have to shout out my parents. They were both entrepreneurs in their own right, building businesses outside of their 9-to-5s not just to provide for our family, but to fuel their own creativity and independence. Watching them navigate that with grit and grace instilled in me a strong work ethic and an early belief that building something of your own was not only possible—it was powerful.

I also want to acknowledge the incredible circle of women I’ve had around me. Friends, mentors, former colleagues—so many of them have been sounding boards, truth-tellers, and cheerleaders throughout my wellness journey as well as my entrepreneurial journey. They’ve reminded me of my worth, challenged me to think bigger, and encouraged me to keep going when things felt uncertain.

And I have to give deep credit to my fiancé, André. He’s been my anchor through the highs and lows of entrepreneurship—always listening, always encouraging, and always believing in the vision, even when I was still figuring it out. His support has made space for me to dream audaciously and move with confidence.

And honestly, I’d be remiss not to shout out my trainer (@StackedByShanFitness) and my wellness community. From the women I train alongside in the gym to those I’ve met through fitness and wellness events, their consistency and commitment were a huge source of inspiration behind SABLE + SAGE. I wanted to create something that honored the pace and power of their lives—and mine.

Success doesn’t happen in a vacuum. It’s layered with love, community, and a whole lot of support behind the scenes. I’m grateful for every part of it.

Website: https://www.sableandsage.co

Instagram: https://www.instagram.com/sableandsage.co/

Linkedin: https://www.linkedin.com/in/ajwilliamsco/