Three generations of Rules are milling around 2 Rules Fine Art near Marietta Square.
There is Lois, 58, in gallerina black with close-cropped snow white hair. Her daughter Becky, 33, juggles an active toddler, Paige, 14 months old and growing up amidst the artwork. Factor in Becky’s sister Helen, 31, the gallery administrator, and you have four Rules in the house at this freshly minted art gallery.
The women have assembled to prepare for the opening of an exhibition of mixed media works on canvas that capture some of the energy of city life. The artist is Korean-born and New York-based Kang Joo Lee, whom Becky discovered through a college friend.
Since their gallery’s debut in September, Lois and Becky Rule have exhibited an eclectic mix of local and national emerging artists who work in media from photography to sculpture to painting. The Rules prefer to include artists who fit within their niche of works combining fine art and commercial art techniques.
“Having a degree in commercial art, I have always found myself on the seesaw between fine art and commercial art,” said Becky. “I was like, what’s a way to bridge these things together?”
Lee’s work is illustrative of that commercial-fine art blend, Becky said, because her screen printing technique is so often used in commercial applications like T-shirt printing. Lee layers paint on her screen prints to better convey a sense of dynamism. Her propulsive, Cubist-inspired works on canvas in muted pastel hues and bright jewel tones depict a frenetic cityscape of bridges, cars, roadways and sneakers.
Part of the Rules’ interest in commercial art is personal. As an art student at the School of the Art Institute of Chicago, Becky often encountered disdain from the fine art crowd when she shared that she was studying graphic design. You will find no such art world snobbery at 2 Rules.
“Usually when I work with other galleries there is a certain kind of ego or authority," said Lee. "But working with 2 Rules gallery was very comfortable.”
In addition to their art degrees (Lois has a BA in sculpture from the University of Florida), all three Rules have MBAs. In fact, Becky and Lois were the first parent and child graduates of Georgia Tech’s College of Management. As a result, they have created multiple ways for the space to turn a profit.
“We approach this as a business first and as an artistic venture second,” Becky said.
On any day of the week, you can take a Photoshop class, buy chain mail jewelry made by Helen Rule in the small gift shop, or buy a work from their current exhibition. The Rules even offer a layaway plan. “That feeds into our desire to make art accessible to every man” said Becky.
Twice a year, the gallery features an artists’ market, and the space is available for event rental.
Part of the building the 2 Rules art brand is taking the intimidation factor out of visiting an art gallery -- down to the paint color on the walls.
“We specifically went for a warmer white, more inviting as opposed to a starker, harsher white,” Becky said. “Art is for everybody, and we don’t want people to not learn about art or become educated about art because they’re intimidated."
To cater to the family crowd, the Rules don’t serve wine at openings. But they do allow dogs -- on a leash.
On exhibit
"Kang Joo Lee"
Through April 28. Tuesdays-Saturdays 11 a.m.-7 p.m. Free. 2 Rules Fine Art, 85 Church Street, Marietta. 404-355-6897 and 770-609-9278, www.2rulesfineart.com
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