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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 a number of widely read essays inside 1880s by which she derided the eagerness that aspiring middle-class people furnished their houses in accordance with the rigid models wanted to them because of the retailers.[10] She advocated the person adoption of any particular style, tailor-made to the average person needs and preferences in the customer:

"One of my strongest convictions, and one from the first canons of excellent taste, is always that our houses, such as fish’s shell as well as the bird’s nest, will need to represent our individual taste and habits.
The move toward decoration to be a separate artistic profession, unrelated on the manufacturers and retailers, received an impetus using the 1899 formation with the Institute of British Decorators; with John Dibblee Crace as the president, it represented almost 200 decorators across 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 teach professionally as interior designers in 1874. The importance of their work with design was regarded at that time as on the 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 home design to a wide middle-class audience.[12]

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