053: From Designer to Full-Time Artist

The Creative Roller Coaster: What Artist Valerie Capewell Teaches Us About Courage, Process, and Building a Sustainable Art Career

What does it really take to build a meaningful, sustainable life as an artist?

In a recent conversation on the Help! I Am Artist podcast, Canadian artist Valerie Capewell shared an honest look at her journey, from a science-oriented childhood to art school, from running a thriving graphic design business to becoming a full-time painter. Her story is filled with practical wisdom for artists navigating the balance between creativity and business, intuition and structure, risk and stability.

What stands out most is how Valerie describes her artistic process as a roller-coaster: moments of flow, doubt, risk, and discovery, all essential parts of making work that truly resonates.

Below are some of the most valuable lessons from her journey, along with actionable takeaways you can apply in your own creative practice.

 

From Childhood Creativity to Professional Artist

Like many artists, Valerie describes art as something that was always part of her identity. A childhood drawing became an early confirmation that creativity wasn’t just a hobby, it was who she was. Yet her path wasn’t linear.

Growing up in a more science-oriented environment, she pursued formal education in art and design and eventually built a successful career in graphic design and branding. That business background became an unexpected foundation for her later art career.

 

Lesson for artists:

Your past experience, even if it doesn’t look “artistic”, can become part of your toolkit.

Actionable insight:
Instead of seeing previous careers as detours, ask yourself:

•  What skills did you build there?
•  How could those skills support your art practice today?

For Valerie, design taught composition, problem-solving, deadlines, and professionalism, all crucial to sustaining a creative career.

 

The Slow Transition to Full-Time Art

One of the most practical parts of Valerie’s story is how she transitioned from design work to full-time art.

Rather than making a dramatic leap, she created intentional space: first taking Fridays off to paint, then gradually restructuring her schedule until art became her primary focus. This slow, strategic transition allowed her to build momentum without burning out.

 

Lesson for artists:

Sustainable change often happens gradually, not overnight.

 Actionable insight: 

•  Block one recurring studio day per week.
•  Treat it as non-negotiable professional time.
•  Build consistency before you build scale.

Structure, not pressure, helps creativity flourish.

 

The Creative Process: Embracing the Mess

Valerie’s painting process begins with movement rather than planning. She starts by making a “mess” on the canvas, applying paint intuitively, responding to what appears, and allowing forms to emerge organically.

She describes constantly pushing and pulling the painting, sometimes feeling she has ruined it, only to later realize that moment of risk created the breakthrough.

This honest view of process is refreshing because it validates what many artists experience but rarely talk about: uncertainty.

 

Lesson for artists:

Doubt is not a sign you’re doing it wrong, it’s part of the process.

 Actionable insight: 

•  When you feel stuck, make a bold change instead of stopping.
•  Photograph your work and view it later with fresh eyes.
•  Give yourself permission to disrupt what feels “safe.”

Growth often hides behind discomfort.

Why Structure Supports Creativity

Despite her intuitive style, Valerie emphasizes routine. She starts her days with exercise and enters the studio when she feels focused rather than rushed.

Coming from a design background, she understands the value of deadlines and schedules, not as restrictions, but as tools that protect creativity.

 

Lesson for artists:

Freedom thrives inside supportive structure.

 Actionable insight:
Try creating a simple weekly rhythm:

•  Studio days
•  Marketing or admin days
•  Rest or inspiration days

You don’t need rigid rules, just enough structure to reduce decision fatigue.

 

Finding Your Audience (and Accepting That It Evolves)

One of the most honest business insights Valerie shared is that artists must understand who their work is for. Her paintings appeal to a luxury market, often connected to interior designers and larger commissions.

Moving to a new city forced her to rethink her audience and adapt her marketing approach. She actively builds connections through art shows, galleries, online marketing, and direct outreach to designers.

 

Lesson for artists:

Finding your audience is ongoing work, not a one-time discovery.

 Actionable insight:
Ask yourself:

•  Who naturally responds to my work?
•  Where do they spend time online or offline?
•  How can I meet them there consistently?

Success often comes from alignment, not visibility alone.

 

Do you spot Valerie's painting at Joey's Restaurant in Toronto?

The Artist as Entrepreneur

Valerie speaks openly about the business side of art, pricing, consistency, and maintaining professional standards.

Her gallery sets clear pricing rules and discourages discounting, which helps build trust with collectors and preserve the value of her work. She views her art practice through both creative and entrepreneurial lenses.

 

Lesson for artists:

Professional boundaries protect your creativity.

 Actionable insight: 

•  Set clear pricing guidelines.
•  Keep pricing consistent across platforms.
•  Treat your artwork as a long-term investment, for both you and collectors.

Business confidence allows artistic freedom.

 

Social Media as Connection, Not Performance

Valerie enjoys Instagram because it lets people connect with the person behind the paintings. Rather than treating social media purely as marketing, she uses it to share personality, process, and conversations with professionals in her industry.

 

Lesson for artists:

People connect with artists, not just artwork.

 Actionable insight:
Share:

•  Behind-the-scenes moments
•  Process shots
•  Honest reflections about creative challenges

Authenticity often builds stronger audiences than perfection.

 

Creativity Requires Courage

One of the most powerful themes of the conversation is courage. Valerie believes many people underestimate how challenging art truly is. Creating requires vulnerability, showing unfinished work, facing uncertainty, and continuing despite doubt.

She talks about always reaching for the next painting, the one that will “sing,” the one where everything clicks. This mindset keeps her evolving.

 

Lesson for artists:

You never really arrive…and that’s the point.

 Actionable insight:
Instead of chasing perfection, focus on progression:

•  What did this piece teach you?
•  What will you try next?

Each work becomes a stepping stone.

 

The Power of Staying Curious

Whether experimenting with wearable art, surfboards, or large commissions, Valerie allows curiosity to lead without losing focus on her core practice.

This balance, openness without distraction, is something many artists struggle with.

 

Lesson for artists:

Exploration is valuable when it supports your larger direction.

Actionable insight:
Before saying yes to a new idea, ask:

•  Does this align with my artistic direction?
•  Is this growth or distraction?

Curiosity and clarity can coexist.

 

Final Thoughts: The Roller Coaster Is the Work

Perhaps the most relatable part of Valerie’s story is her acceptance of the emotional highs and lows of making art. The uncertainty, the mistakes, the moments of doubt, they are not obstacles to creativity. They are creativity!

Her journey reminds us that building an art career isn’t about waiting for inspiration or achieving perfection. It’s about showing up repeatedly, experimenting bravely, and allowing your work to evolve over time.

If there’s one takeaway artists can carry forward, it’s this:

Keep going. Keep pushing. The next painting, or the next breakthrough, is always waiting on the other side of the roller coaster. 

Connect with Valerie Capewell:
Website: https://www.valeriecapewell.com
Instagram: https://www.instagram.com/valeriecapewell

Want more focus in your creative practice? Download my free Focused Artist Planner here:
https://www.sonjasmalheer.com/planner