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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 design. English feminist author Mary Haweis wrote a number of widely read essays within the 1880s through which she derided the eagerness that aspiring middle-class people furnished their houses in line with the rigid models wanted to them because of the retailers.[10] She advocated anyone adoption of any particular style, tailor-made to the person needs and preferences with the customer:

"One of my strongest convictions, and one from the first canons of proper taste, is the fact that our houses, such as fish’s shell and also the bird’s nest, will need to represent our individual taste and habits.
The move toward decoration being a separate artistic profession, unrelated for the manufacturers and retailers, received an impetus while using 1899 formation with 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, that 10 were women. Rhoda and Agnes Garrett were the primary women to teach professionally as decorators in 1874. The importance of their develop design was regarded right at that moment as on the par to be able of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their tips on artistic design to a wide middle-class audience.[12]

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