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By the turn with the 20th century, amateur advisors and publications were increasingly challenging the monopoly how the large retail companies had on design. English feminist author Mary Haweis wrote some widely read essays from the 1880s during which she derided the eagerness in which aspiring middle-class people furnished their houses good rigid models accessible to them with the retailers.[10] She advocated the consumer adoption of the particular style, tailor-made to anyone needs and preferences from the customer:

"One of my strongest convictions, and one with the first canons of fine taste, is the fact that our houses, just like the fish’s shell plus the bird’s nest, really should represent our individual taste and habits.
The move toward decoration like a separate artistic profession, unrelated on the manufacturers and retailers, received an impetus using the 1899 formation with the Institute of British Decorators; with John Dibblee Crace as the 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 practice professionally as decorators in 1874. The importance of their focus on design was regarded at that time as using a par your of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their tips on artistic design to a wide middle-class audience.[12]

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