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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 home design. English feminist author Mary Haweis wrote a few widely read essays within the 1880s where she derided the eagerness that aspiring middle-class people furnished their houses good rigid models provided to them with the retailers.[10] She advocated anyone adoption of the particular style, tailor-made to the person needs and preferences on the customer:

"One of my strongest convictions, and one on the first canons of proper taste, is always that our houses, such as fish’s shell and also the bird’s nest, must represent our individual taste and habits.
The move toward decoration being a separate artistic profession, unrelated towards the manufacturers and retailers, received an impetus while using 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 primary women to learn professionally as interior designers in 1874. The importance of their develop design was regarded back then as over a par with this 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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