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By the turn in the 20th century, amateur advisors and publications were increasingly challenging the monopoly the large retail companies had on interior planning. English feminist author Mary Haweis wrote a number of widely read essays inside 1880s through which she derided the eagerness which aspiring middle-class people furnished their houses in accordance with the rigid models wanted to them through the retailers.[10] She advocated the average person adoption of the particular style, tailor-made to the consumer needs and preferences on the customer:

"One of my strongest convictions, and one with the first canons of fine taste, is always that our houses, just like the fish’s shell plus the bird’s nest, really should represent our individual taste and habits.
The move toward decoration like a separate artistic profession, unrelated on the manufacturers and retailers, received an impetus together with the 1899 formation in the Institute of British Decorators; with John Dibblee Crace as the president, it represented almost 200 decorators round 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 primary women to learn professionally as decorators in 1874. The importance of their develop design was regarded during the time as over a 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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