Avery Galleries was founded on two guiding principles and they have become bedrock beliefs of the company. First, was to manage the quality of the art sold by purchasing it outright rather than taking art on consignment. This “put your money where your mouth is” orientation has allowed Avery to focus on works deemed to be most desirable, not on serving the needs of consignors who may or may not be selling works that meet the highest standards. Second, Rossello only buys paintings that he would want to own personally. These tenets have helped Avery Galleries to establish a reputation for consistent quality in the works of art offered.