RULER is recognised for its pioneering approach to digital media and in expanding and diversifying contemporary art audiences using new technologies. The gallery's main focus is on generating mass engagement with the most exciting, talented and culturally-relevant artists of our time. ``Most commercial gallery spaces operate on the ideals of exclusivity and elevated social status - but we want to act as a narrator (with a megaphone), telling the story of today’s most gifted artists to a global, mainstream audience. The approach to our audience is totally indiscriminate and authentic, and the selection of the artists is not based on false constructs, pretensions or reputations - only the work itself.``

``We were both in the same art class, were both obsessed with the same artists, and would always spend overtime in the art studio. We were both painters and photographers so we’ve always had a real appreciation for artists working in that medium.`` Adopting progressive communication strategies, and with no prior experience in selling art, they have never identified with the traditional art world, setting out with a belief in operating ``their own way`` and striving to innovate the ways in which contemporary art is culturally perceived, acquired, and engaged with.