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By the turn from the 20th century, amateur advisors and publications were increasingly challenging the monopoly which the large retail companies had on design. English feminist author Mary Haweis wrote a number of widely read essays inside the 1880s by which she derided the eagerness that aspiring middle-class people furnished their houses based on the rigid models provided to them because of the retailers.[10] She advocated the average person adoption of the particular style, tailor-made to anyone needs and preferences on the customer:

"One of my strongest convictions, and one from the first canons of a good taste, is the fact that our houses, just like the fish’s shell along with 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 using the 1899 formation in the Institute of British Decorators; with John Dibblee Crace as the president, it represented almost 200 decorators about 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 learn professionally as decorators in 1874. The importance of their work towards design was regarded back then as using a par with this 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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