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By the turn from the 20th century, amateur advisors and publications were increasingly challenging the monopoly which the large retail companies had on interior planning. English feminist author Mary Haweis wrote a number of widely read essays within the 1880s by which she derided the eagerness which aspiring middle-class people furnished their houses in accordance with the rigid models agreed 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 with the first canons of a good taste, is always that our houses, such as the fish’s shell along with the bird’s nest, will need to represent our individual taste and habits.
The move toward decoration like a separate artistic profession, unrelated on the manufacturers and retailers, received an impetus while using 1899 formation from the Institute of British Decorators; with John Dibblee Crace since it's 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 initial women to practice professionally as decorators in 1874. The importance of their work with design was regarded right at that moment as on the par achievable of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their applying for grants artistic home design to a wide middle-class audience.[12]

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