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

"One of my strongest convictions, and one with the first canons of a good taste, is always that our houses, such as the fish’s shell and also the bird’s nest, really should represent our individual taste and habits.
The move toward decoration being a separate artistic profession, unrelated for the manufacturers and retailers, received an impetus together with the 1899 formation from 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, ones 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 right at that moment as over a par achievable of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their tips on artistic home design to a wide middle-class audience.[12]

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