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

"One of my strongest convictions, and one on the first canons of proper taste, is always that our houses, just like the fish’s shell as well as the bird’s nest, need to 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 on the Institute of British Decorators; with John Dibblee Crace becasue it is president, it represented almost 200 decorators throughout 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 back then as with 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 home design to a wide middle-class audience.[12]

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