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

"One of my strongest convictions, and one in the first canons of excellent taste, is always that our houses, such as the fish’s shell and also the bird’s nest, must represent our individual taste and habits.
The move toward decoration to be a separate artistic profession, unrelated on the manufacturers and retailers, received an impetus with all the 1899 formation on the Institute of British Decorators; with John Dibblee Crace since its president, it represented almost 200 decorators throughout 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 initial women to practice professionally as interior designers in 1874. The importance of their work towards design was regarded at that time as on the par with this of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their tips on artistic decor to a wide middle-class audience.[12]

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