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

"One of my strongest convictions, and one on the first canons of a good taste, is our houses, such as fish’s shell plus the bird’s nest, will need to represent our individual taste and habits.
The move toward decoration like a separate artistic profession, unrelated to your manufacturers and retailers, received an impetus with all the 1899 formation from the Institute of British Decorators; with John Dibblee Crace since it's president, it represented almost 200 decorators across 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 primary women to teach professionally as decorators in 1874. The importance of their focus on design was regarded right at that moment as on the par your of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their applying for grants artistic interior planning to a wide middle-class audience.[12]

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