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

"One of my strongest convictions, and one from the first canons of proper taste, is the fact our houses, just like the fish’s shell plus the bird’s nest, need to represent our individual taste and habits.
The move toward decoration as being a separate artistic profession, unrelated to your manufacturers and retailers, received an impetus with all 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, that 10 were women. Rhoda and Agnes Garrett were the 1st women to coach professionally as interior designers 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 home design to a wide middle-class audience.[12]

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