2tarts Bakery owners mix together business savvy and love of New Braunfels

2tarts Bakery co-owner Ashley Landerman’s award-winning cookies will be available in the bakery through the holiday season. (Lauren Canterberry/Community Impact Newspaper)
2tarts Bakery co-owner Ashley Landerman’s award-winning cookies will be available in the bakery through the holiday season. (Lauren Canterberry/Community Impact Newspaper)

2tarts Bakery co-owner Ashley Landerman’s award-winning cookies will be available in the bakery through the holiday season. (Lauren Canterberry/Community Impact Newspaper)

Image description
April Weilbacher and Ashley Landerman have owned and operated 2tarts Bakery in New Braunfels since July 2010. (Lauren Canterberry/Community Impact Newspaper)
For the sisters behind New Braunfels’ 2tarts Bakery, owning and operating a bakery together in the city where they grew up is a perfect mix of their love for the community and their passion for art and business.

“We come from a very entrepreneurial background,” said Ashley Landerman, co-owner of 2tarts Bakery and recent winner of the Food Network’s “Christmas Cookie Challenge.” “Both of our parents are workaholics, so I guess it’s in our blood.”

At a young age, Landerman and her sister, April Weilbacher, said they remember learning to take inventory at their grandmother’s plumbing and electrical supply store. Those experiences, they said, taught them about the importance of hard work and dedication.

When Weilbacher, who has a background in fine arts, and her family returned to Texas from Oregon, it was no surprise that she quickly got involved in Landerman’s growing catering business.

“I wanted to make sure that whatever I did to make money allowed me the freedom to still be a mom,” Weilbacher said.

The flexibility of helping to run their catering business gave Weilbacher that freedom.

The sisters then joined the Greater New Braunfels Chamber of Commerce entrepreneurship program. There they had access to mentors and began to learn how to operate a business and rent kitchen spaces at more affordable rates.

“Our chamber has always been such a great tool for businesses,” Weilbacher said, “and it gave us the platform we needed early on to get our name out there.”

The sisters soon expanded from catering events to selling baked goods at Christmas markets, festivals and the New Braunfels Farmers Market.

“The farmers market was a turning point for us,” Weilbacher said. “We were able to receive weekly feedback from the community about what they wanted from us and what they liked.”

As the sisters’ business became more integrated into the community, Landerman and Weilbacher began to recognize a need for more businesses to help revitalize downtown New Braunfels.

“When we were growing up, there was not a place to go hang out,” Landerman said. “We always wanted to be a dessert restaurant—open late, and where you go after you eat your dinner.”

The pair soon began planning a brick-and-mortar location, and in July 2010, 2tarts Bakery opened its doors at 139 N. Castell Ave., Ste. 300, New Braunfels.

“I love our community and want to continue to put in the work for our community,” Weilbacher said. “If we were in any other city, it wouldn’t work like this.”

During the past decade 2tarts has become a staple of downtown, and both sisters have been involved in community events, organizations and the chamber of commerce. They each take pride in being female business owners, they said.

“We are workaholics,” said Weilbacher. “We love what we’ve built.”

The sisters share a number of goals for the future of the business, including becoming more mobile, offering baking classes and participating in more baking competitions.

“Coming from a long line of teachers as well as entrepreneurs, that education portion is also in our blood,” Weilbacher said of their desire to offer more local classes. “We have knowledge and things that we can help spread.”

As they look forward to the coming decade, Landerman and Weilbacher say they are not afraid to take risks and are looking forward to seeing the brand grow.

“Art encourages risks,” Landerman said. “You can’t be scared about having bad ideas; you have to have lots of bad ideas to get to the good idea.”

2tarts Bakery

139 N. Castell Ave., Ste. 300, New Braunfels



Hours: Sun.-Thu. 7a.m.-10 p.m., Fri.-Sat. 7 a.m.-midnight
By Lauren Canterberry
Lauren Canterberry began covering New Braunfels for Community Impact Newspaper in 2019. Her reporting focuses on education, development and breaking news. Lauren is originally from South Carolina and graduated from the University of Georgia in 2017.


Comal ISD will host two immunization opportunities for students. (Ian Pribanic/Community Impact Newspaper)
Comal ISD to offer 2 immunization dates for students

Comal ISD will host two free immunization/vaccination opportunities for district students.

Dr. Molly Lopez is the director of the Texas Institute for Excellence in Mental Health and also serves as a research associate professor at the Steve Hicks School of Social Work at The University of Texas at Austin. (Designed by Stephanie Torres/Community Impact Newspaper)
Q&A: Mental health expert talks emotional well-being, building resiliency for the 2020-21 school year

According to Dr. Molly Lopez, director of the Texas Institute for Excellence in Mental Health, the upcoming school year will serve as an opportunity for students, families, teachers and school administrators to learn skills in coping, re-evaulate mental health protocols and build resiliency in challenging times.

The real estate firm is now located on South Seguin Avenue. (Courtesy Phyllis Browning Co.)
Phyllis Browning Co. moves to new location

The firm was previously located on North Castell Avenue.

Jules Design Bar
TABC change opens window for some bars to qualify as restaurants under state pandemic orders

Following a new industry guideline recently distributed by the Texas Alcoholic Beverage Commission, more bars across the state may soon be able to qualify as restaurants.

Bear claws are one of the most popular items alongside other baked goods and deli meats. (Warren Brown/Community Impact Newspaper)
Uwe's Bakery & Deli: Traditional German loaves and natural ingredients

Master baker moves from Germany to New Braunfels and serves traditional flavors alongside Americanized offerings such as bearclaws.

Check out these upcoming events in New Braunfels. (Warren Brown/Community Impact Newspaper)
5 upcoming events in New Braunfels

Despite state and local restrictions brought about by the COVID-19 pandemic, there is still plenty to do over the next few weeks in the New Braunfels area.

(Brian Perdue/Community Impact Newspaper)
Half of Leander ISD families opt for virtual learning and more top news from the Austin area

Read the most popular news from the past week from the Austin area.

The future location on South Congress Avenue would be the third located in the South Austin area. (Community Impact Newspaper staff)
P. Terry's plans for S. Congress drive-thru and more Austin-area news

Read the latest Austin-area business and community news.

The New Braunfels Smokehouse Restaurant opened in 1952. (Courtesy New Braunfels Smokehouse)
New Braunfels Smokehouse closes restaurant; production facility still open

The business closed its local restaurant Aug. 7, but the production plant remains open.

(Courtesy AMC Theatres)
AMC Theatres to reopen Aug. 20 with 15-cent tickets

AMC Theatres—which has multiple locations in the Austin, Dallas-Fort Worth and Houston areas—will begin reopening its movie screens Aug. 20.

According to the report, 380,174 total COVID-19 cases have been reported in children nationwide as of Aug. 6, which accounts for approximately 9.1% of all confirmed COVID-19 cases in the U.S. (Courtesy Adobe Stock)
REPORT: COVID-19 cases in children increase by 90% nationwide in 1 month

As school district officials across the U.S. prepare for the start of the 2020-21 school year, 179,990 new COVID-19 cases were reported in children nationwide between July 9 and Aug. 6—an increase of 90%, according to a report compiled by The American Academy of Pediatrics and the Children's Hospital Association.