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By the turn on 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 a number of widely read essays inside 1880s during which she derided the eagerness in which aspiring middle-class people furnished their houses in line with the rigid models accessible to them through the retailers.[10] She advocated the average person adoption of any particular style, tailor-made to the person needs and preferences in the customer:

"One of my strongest convictions, and one in the first canons of excellent taste, is the fact our houses, just like the fish’s shell as well as the bird’s nest, really should represent our individual taste and habits.
The move toward decoration to be 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 since it's president, it represented almost 200 decorators about the country.[11] By 1915, the London Directory listed 127 individuals trading as interior decorators, ones 10 were women. Rhoda and Agnes Garrett were the very first women to learn professionally as decorators in 1874. The importance of their work with design was regarded during the time as with a 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 interior planning to a wide middle-class audience.[12]

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