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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 a number of widely read essays within the 1880s during which she derided the eagerness in which aspiring middle-class people furnished their houses in line with the rigid models accessible to them through the retailers.[10] She advocated the average person adoption of your particular style, tailor-made to the person needs and preferences with the customer:

"One of my strongest convictions, and one with the first canons of fine taste, is our houses, such as fish’s shell as well as the bird’s nest, need to represent our individual taste and habits.
The move toward decoration to be a separate artistic profession, unrelated to your manufacturers and retailers, received an impetus using the 1899 formation on the Institute of British Decorators; with John Dibblee Crace since it's 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 1st women to learn professionally as interior designers in 1874. The importance of their focus on design was regarded during the 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 decor to a wide middle-class audience.[12]

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