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

"One of my strongest convictions, and one with the first canons of excellent taste, is our houses, such as the fish’s shell plus the bird’s nest, really should represent our individual taste and habits.
The move toward decoration as being a separate artistic profession, unrelated towards the manufacturers and retailers, received an impetus with all the 1899 formation on the Institute of British Decorators; with John Dibblee Crace becasue it is 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 very first women to learn professionally as decorators in 1874. The importance of their work towards design was regarded during the time as with a par achievable of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their applying for grants artistic interior planning to a wide middle-class audience.[12]

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