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

"One of my strongest convictions, and one with the first canons of proper taste, is the fact that our houses, just like the fish’s shell along with the bird’s nest, must 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 from 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, that 10 were women. Rhoda and Agnes Garrett were the primary women to practice professionally as interior designers in 1874. The importance of their work with design was regarded back then as over 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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