Behind-the-Scenes: Why We Redesigned APFA

Why We Redesigned APFA

There’s a certain poetry in beginnings—and in returns. When I first launched April Paige Fine Art 20+ years ago, it was born from pure creative overflow.  But life, as it often does, pulled me in other directions: three decades in corporate marketing, family, and personal responsibilities. But art has a way of waiting for you. It sits quietly in the corner of your soul until you’re ready to give it the time and space it deserves.

This fall, I’ve stepped back into the studio, brush in hand, heart wide open—and with it, APFA has been reborn. The redesigned website isn’t just a facelift; it’s a complete reimagining of how I want you to experience my work. This is the story of why.

Art Isn’t Just Décor—It’s Atmosphere

What I craved—and what I believe you deserve—is an experience where art is not just something you scroll past, but something you feel.

APFA’s redesign creates breathing space. Clean lines, curated collections, and intentional navigation that now echo the philosophy behind my art itself: slow, soulful, and spacious. Just as a painting needs negative space to come alive, the site needed room to let each piece speak.

• Fine Art Prints are no longer tucked away; they’re now accessible entry points into soulful living.
• Original Paintings hold their own spotlight, accompanied by the stories that birthed them.
• The new Design Store brings together art-infused objects—because beauty shouldn’t be limited to walls; it should ripple through every corner of a room.

This isn’t about shopping. It’s about immersion into one-of-a-kind finds that bring your space life.

The Fusion of Art + Space

Art has always been more than canvas for me—it’s atmosphere. It breathes differently depending on where it lives. That’s why the redesign integrates a design-forward approach. Think of it less as a product catalog and more as a soulful interior design store.  

Every collection is now paired with inspiration for how pieces might live in your home: above a quiet reading chair, layered into a music room, or anchoring a dining space. APFA is as much about how you feel in your space as it is about the art itself.

Multidimensional Access for Every Collector

Collectors are diverse: some crave the tactile intimacy of an oil original, others want the flexibility of prints or unique design items. With the redesign, APFA now embraces multidimensional access:

• Original paintings for those who want something with depth and presence in a room, steeped in heritage and story.
• Fine art prints for collectors who want accessible, high-quality reproductions.
• The new Design Store for those looking for the perfect, one-of-a-kind accent piece to complete their space.  

The redesign was built to reflect this spectrum—so no matter your entry point, you can find the perfect piece for your home.  

Storytelling at the Heart

Every brushstroke I paint has a backstory—roots in Cuban and Spanish heritage, echoes of music, Florida sunsets, or reclaimed wood carrying its own scars.

The new site weaves this narrative throughout:

• Originals come with their creation story.
• Blogs dive into philosophy, heritage, and intentional living.
• The Design Store as a bridge between art and life, reminding us that art is not only to be looked at but to be lived with.

This is storytelling as much as it is showcasing. Because you’re not just buying an object; you’re welcoming memory, identity, and meaning into your home.

Why Now? Why Me?

After 30+ years in corporate marketing, I made a leap. I dropped the title and the identity I wore like a second skin for so long. I bet on myself—on my creativity, on my discipline, on my art, my creativity, and my marketing skills.

The redesign of APFA reflects that same leap of faith. It’s my way of saying: this matters. This deserves to stand beautifully, boldly, unapologetically in the world.

What You’ll Find Moving Forward

• Stories & Blog Posts that dive deeper into art, design, and intentional living.
• The AAWA YouTube & Spotify Show where I talk about art as a way of awakening.
• Curated Seasonal Collections that help you style your home with pieces that feel both timeless and alive.

The APFA redesign isn’t the end of something. It’s the beginning of a richer dialogue—with you, with your space, and with your soul.

Final Thoughts: The Invitation

Redesigning APFA wasn’t just a business move. It was a heart move. It’s about creating a home where art isn’t background—it’s the heartbeat.

I invite you to explore the new site not as a store, but as a gallery and a sanctuary. Browse slowly. Read the stories. Listen to the podcast. And if a piece whispers to you, know it’s waiting to become part of your story too.