lispmacs[work]: You can define rules under 'define udev-service-type' ie

 (define udev-service-type
  (service-type (name 'udev)
                (extensions
                 (list (service-extension shepherd-root-service-type
                                          udev-shepherd-service)))

                (compose concatenate)       ;concatenate the list of rules
                (extend (lambda (config rules)
                          (match config
                            (($ <udev-configuration> udev initial-rules)
                             (udev-configuration
                              (udev udev)   ;the udev package to use
                              (rules (append initial-rules rules)))))))))