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

"One of my strongest convictions, and one from the first canons of excellent taste, is the fact that our houses, much like the fish’s shell and also the bird’s nest, need to represent our individual taste and habits.
The move toward decoration to be a separate artistic profession, unrelated for the manufacturers and retailers, received an impetus together with the 1899 formation from the Institute of British Decorators; with John Dibblee Crace becasue it is president, it represented almost 200 decorators about the country.[11] By 1915, the London Directory listed 127 individuals trading as interior decorators, which 10 were women. Rhoda and Agnes Garrett were the very first women to teach professionally as decorators in 1874. The importance of their work with design was regarded right at that moment as with a par your of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their tips on artistic home design to a wide middle-class audience.[12]

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