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By the turn from 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 within the 1880s where she derided the eagerness that aspiring middle-class people furnished their houses based on the rigid models accessible to them through the retailers.[10] She advocated the person adoption of an particular style, tailor-made to the consumer needs and preferences in the customer:

"One of my strongest convictions, and one from the first canons of fine taste, is the fact that our houses, such as the fish’s shell along with the bird’s nest, will 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 using the 1899 formation from the Institute of British Decorators; with John Dibblee Crace since its president, it represented almost 200 decorators across the country.[11] By 1915, the London Directory listed 127 individuals trading as interior decorators, which often 10 were women. Rhoda and Agnes Garrett were the 1st women to practice professionally as interior designers in 1874. The importance of their develop design was regarded right at that moment as with a par achievable 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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