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By the turn with 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 within the 1880s by which she derided the eagerness that aspiring middle-class people furnished their houses in accordance with the rigid models provided to them because of the retailers.[10] She advocated the person adoption of an particular style, tailor-made to the average person needs and preferences on the customer:

"One of my strongest convictions, and one in the first canons of excellent taste, is our houses, such as 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 on the manufacturers and retailers, received an impetus together with the 1899 formation in the Institute of British Decorators; with John Dibblee Crace since its president, it represented almost 200 decorators round 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 very first women to learn professionally as decorators in 1874. The importance of their work with design was regarded at that time as over a 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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