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

"One of my strongest convictions, and one on the first canons of a good taste, is our houses, much like the fish’s shell along with the bird’s nest, must represent our individual taste and habits.
The move toward decoration to be a separate artistic profession, unrelated to your manufacturers and retailers, received an impetus using the 1899 formation in the Institute of British Decorators; with John Dibblee Crace since it's president, it represented almost 200 decorators round 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 initial women to practice professionally as interior designers in 1874. The importance of their work with design was regarded at that time 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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