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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 some widely read essays inside 1880s where she derided the eagerness which aspiring middle-class people furnished their houses in line with the rigid models wanted to them from the retailers.[10] She advocated the person adoption of the particular style, tailor-made to the consumer needs and preferences with the customer:

"One of my strongest convictions, and one from the first canons of fine taste, is the fact our houses, much like the fish’s shell and also the bird’s nest, really should 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 with the Institute of British Decorators; with John Dibblee Crace as the president, it represented almost 200 decorators across 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 teach professionally as decorators in 1874. The importance of their work towards design was regarded during the time as with a 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 decor to a wide middle-class audience.[12]

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