During the summer of 2012 Ross and a friend had an idea to launch a brand, just in time for the Queens Diamond Jubilee. Two weeks after the initial spark, the doors for an empty shop in Marshall Street opened. Rock & Rule appeared in London selling limited edition t-shirts and apparel, inspired by the Queen - with a rebellious kick.
As well as people coming in for the Lizzy inspired t-shirts, many simply came to talk about the shop space. It quickly became clear that it wasn’t just Ross that wanted the opportunity to rent a short-term space. So when Rock & Rule, a few days later, shut up shop, Ross decided to put his share of the profit into launching Appear Here.