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

"One of my strongest convictions, and one with the first canons of excellent taste, is the fact our houses, much like the fish’s shell as well as the bird’s nest, really should represent our individual taste and habits.
The move toward decoration like a separate artistic profession, unrelated for the manufacturers and retailers, received an impetus together with the 1899 formation in the Institute of British Decorators; with John Dibblee Crace becasue it is 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 1st women to coach professionally as interior designers in 1874. The importance of their focus on design was regarded back then as on the par achievable of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their tips on artistic decor to a wide middle-class audience.[12]

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