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

"One of my strongest convictions, and one on the first canons of proper taste, is our houses, much like the fish’s shell plus the bird’s nest, really should represent our individual taste and habits.
The move toward decoration to be a separate artistic profession, unrelated towards the manufacturers and retailers, received an impetus together with the 1899 formation with 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 often 10 were women. Rhoda and Agnes Garrett were the initial women to practice professionally as interior designers in 1874. The importance of their work with design was regarded during the time as on the par achievable of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their tips on artistic decor to a wide middle-class audience.[12]

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