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

65 nghi63p xu63ng d63c, \" style="max-width:400px;float:left;padding:10px 10px 10px 0px;border:0px;">"One of my strongest convictions, and one on the first canons of excellent taste, is the fact that 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 as being 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 as the 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 focus on design was regarded at that time as using 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 decor to a wide middle-class audience.[12]

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