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By the turn on the 20th century, amateur advisors and publications were increasingly challenging the monopoly how the large retail companies had on interior planning. English feminist author Mary Haweis wrote several widely read essays from the 1880s where she derided the eagerness that aspiring middle-class people furnished their houses based on the rigid models wanted to them because of the retailers.[10] She advocated anyone adoption of the particular style, tailor-made to anyone needs and preferences on the customer:

"One of my strongest convictions, and one on the first canons of excellent taste, is the fact our houses, such as the fish’s shell as well as the bird’s nest, need to represent our individual taste and habits.
The move toward decoration being a separate artistic profession, unrelated towards the manufacturers and retailers, received an impetus using the 1899 formation on the Institute of British Decorators; with John Dibblee Crace since it's president, it represented almost 200 decorators throughout 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 practice professionally as interior designers in 1874. The importance of their focus on design was regarded back then as over a par your 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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