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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 some widely read essays within the 1880s during which she derided the eagerness in which aspiring middle-class people furnished their houses based on the rigid models wanted to them with the retailers.[10] She advocated the average person adoption of an particular style, tailor-made to the consumer needs and preferences from the customer:

"One of my strongest convictions, and one in the first canons of excellent taste, is the fact our houses, much 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 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, which 10 were women. Rhoda and Agnes Garrett were the very first women to teach professionally as decorators in 1874. The importance of their work towards design was regarded during the time as on the par with this 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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