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

"One of my strongest convictions, and one on the first canons of excellent taste, is always that our houses, such as the fish’s shell and also the bird’s nest, need to represent our individual taste and habits.
The move toward decoration being a separate artistic profession, unrelated to your manufacturers and retailers, received an impetus while using 1899 formation from the Institute of British Decorators; with John Dibblee Crace since its president, it represented almost 200 decorators across 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 practice professionally as decorators in 1874. The importance of their work towards design was regarded at that 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 applying for grants artistic design to a wide middle-class audience.[12]

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