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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 home design. English feminist author Mary Haweis wrote a number of widely read essays inside 1880s during which she derided the eagerness which aspiring middle-class people furnished their houses based on the rigid models provided to them with the retailers.[10] She advocated anyone adoption of an particular style, tailor-made to the average person needs and preferences from the customer:

"One of my strongest convictions, and one from the first canons of proper taste, is our houses, such as the fish’s shell plus the bird’s nest, really should represent our individual taste and habits.
The move toward decoration being a separate artistic profession, unrelated for the manufacturers and retailers, received an impetus while using 1899 formation from 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, which often 10 were women. Rhoda and Agnes Garrett were the initial women to teach professionally as interior designers in 1874. The importance of their develop design was regarded during the time as on the par achievable of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their tips on artistic design to a wide middle-class audience.[12]

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