Painting Her Heritage: April Werle's Business Story

Painting Her Heritage and Building a Creative Business: April Werle's Business Story

April Werle is a Missoula-based painter with a passion for storytelling through art. From an early interest in architecture to a residency in Morocco, April’s journey to entrepreneurship and art has been wholly unconventional. Her art explores themes of cultural heritage, with specific emphasis on the experience of biracialism. Over years of trial and error, April has crafted a sustainable career in fine art.

Early Creative Influences and Career Pivot

As a kid, it was agreed upon between April and her parents that she would go to school to become an architect. She was drawn to the artistic side of it, and it seemed like a promising career with a steady income. Once she started studying architecture, she realized that the amount of engineering and math required did not align with her passions. So, she dropped out and started art school instead.

The Challenges of Becoming a Full-Time Artist

Anyone who works in the arts knows that the path to creating a sustainable career can be long and tenuous. During a residency in Morocco, April resolved to make a living as an artist when she got home. This meant, on top of keeping her living costs low, that she had to take on the dual role of artist and entrepreneur. “I think that being an entrepreneur is just a necessity for making artwork in a sustainable way, and I think that it's not really a choice at this point. I'm just not happy when I'm not creating.”

The Business Side of Art

April has built her business through trial and error. Since a recent pivot from primarily selling limited edition prints to selling paintings in galleries, grant funding has become an important part of maintaining a sustainable art career. Because of this, writing plays a significant role in April’s day-to-day work. Although this isn’t a route that she expected to take, she has drawn on her community to become a successful writer and marketer.

The Power of Community and Cultural Identity

2020 was a turning point for April, as it was for many business owners. After taking a step back from creating art about cultural heritage, she was once again inspired to do so when she was commissioned by the Zootown Arts Community Center in Missoula to create a mural as part of a BIPOC art series. This led to a rebirth of sorts, where she was inspired to reconnect with her cultural roots through art.

Once she started creating work about culture, heritage and community, April realized that there was an audience interested in what she had to say. That realization, along with the community she formed for herself in person and online, led April to the work that she does today.

Inspiring the Next Generation

At the heart of April’s career as an artist is a deep and passionate desire to share stories that are unique to places like the Filipino-American community in Montana, and to be a role model for young BIPOC and AAPI people in the state. She wants to be the representation that is lacking in a state with a heavily dispersed Asian population. “I have a little sister and I think a lot about her and wanting to be the big sister in the community.”

April Werle’s journey as an artist is one of resilience, reinvention, and deep cultural exploration. From shifting career paths to navigating the challenges of building a sustainable art business, she has embraced both the creative and entrepreneurial sides of her work. Through community, storytelling, and a commitment to honoring her heritage, April has not only carved out a space for herself in the art world but has also become a voice for underrepresented communities.

Her passion extends beyond the canvas—she is driven by a desire to uplift others, particularly young BIPOC and AAPI individuals in Montana, by showing them that their stories matter and their artistic ambitions are valid. In doing so, April is not just creating art; she is shaping the cultural landscape of her community, one piece at a time.