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By the turn with the 20th century, amateur advisors and publications were increasingly challenging the monopoly which the large retail companies had on home design. English feminist author Mary Haweis wrote a number of widely read essays within the 1880s through which she derided the eagerness which aspiring middle-class people furnished their houses based on the rigid models accessible to them with the retailers.[10] She advocated the average person adoption of any particular style, tailor-made to anyone needs and preferences in the customer:

"One of my strongest convictions, and one in the first canons of a good taste, is the fact that our houses, such as the fish’s shell along with the bird’s nest, need to represent our individual taste and habits.
The move toward decoration to be a separate artistic profession, unrelated on the manufacturers and retailers, received an impetus using the 1899 formation in the Institute of British Decorators; with John Dibblee Crace as the president, it represented almost 200 decorators about the country.[11] By 1915, the London Directory listed 127 individuals trading as interior decorators, which 10 were women. Rhoda and Agnes Garrett were the 1st women to practice professionally as interior designers in 1874. The importance of their develop design was regarded back then as using a par your of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their tips on artistic interior planning to a wide middle-class audience.[12]

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