Purslane was born out of a desire to change the way in which the art market functions. Founder & Curator Charlie Siddick was shocked to discover that the most an artist receives when selling work through a gallery is 50%, sometimes as little as 20%. This distribution may have little effect on the livelihood of well-established artists but it can be crippling for young, emerging artists- damaging their creative process and feelings of self-worth.

Purslane has established a new model of art selling, in which the art world that is teeming with money redirects profits to philanthropic causes, whilst actively supporting and promoting the work of young artists at the start of their careers. 

The pandemic has been an especially disruptive time for artists, many physical exhibitions have been postponed indefinitely, so in this sense, online exhibitions and sales are more important than ever; providing young artists with alternative means of revenue and the ability to reach a wider, global audience.