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By the turn with 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 a number of widely read essays within the 1880s through which she derided the eagerness in which aspiring middle-class people furnished their houses in line with the rigid models accessible to them with the retailers.[10] She advocated the person adoption of the particular style, tailor-made to the consumer needs and preferences from the customer:

"One of my strongest convictions, and one from the first canons of a good taste, is our houses, such as fish’s shell as well as the bird’s nest, must represent our individual taste and habits.
The move toward decoration being a separate artistic profession, unrelated to your manufacturers and retailers, received an impetus with all the 1899 formation on the Institute of British Decorators; with John Dibblee Crace since its president, it represented almost 200 decorators about the country.[11] By 1915, the London Directory listed 127 individuals trading as interior decorators, that 10 were women. Rhoda and Agnes Garrett were the very first women to practice 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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