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By the turn with the 20th century, amateur advisors and publications were increasingly challenging the monopoly that this large retail companies had on design. English feminist author Mary Haweis wrote several widely read essays inside the 1880s where she derided the eagerness which 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 an particular style, tailor-made to the average person needs and preferences in the customer:

"One of my strongest convictions, and one in the first canons of a good taste, is our houses, such as the fish’s shell and also the bird’s nest, really should represent our individual taste and habits.
The move toward decoration to be a separate artistic profession, unrelated towards the manufacturers and retailers, received an impetus using the 1899 formation from 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, that 10 were women. Rhoda and Agnes Garrett were the primary women to practice professionally as interior designers in 1874. The importance of their develop design was regarded back then as on the par your 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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