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By the turn in 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 some widely read essays within the 1880s by which she derided the eagerness that aspiring middle-class people furnished their houses based on the rigid models provided to them with the retailers.[10] She advocated the average person adoption of any particular style, tailor-made to the consumer needs and preferences from the customer:

"One of my strongest convictions, and one in the first canons of proper taste, is always that our houses, much like the fish’s shell plus the bird’s nest, must 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 with all the 1899 formation in the Institute of British Decorators; with John Dibblee Crace since it's president, it represented almost 200 decorators throughout 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 very first women to practice professionally as decorators in 1874. The importance of their work with design was regarded back then as on the par with this of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their applying for grants artistic design to a wide middle-class audience.[12]

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