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

"One of my strongest convictions, and one in the first canons of fine taste, is the fact that our houses, just like the fish’s shell as well as the bird’s nest, really should represent our individual taste and habits.
The move toward decoration like a separate artistic profession, unrelated towards the manufacturers and retailers, received an impetus with all the 1899 formation on the Institute of British Decorators; with John Dibblee Crace since its president, it represented almost 200 decorators round the country.[11] By 1915, the London Directory listed 127 individuals trading as interior decorators, which often 10 were women. Rhoda and Agnes Garrett were the primary women to teach professionally as decorators in 1874. The importance of their focus on design was regarded at that time as over a par achievable 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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