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

"One of my strongest convictions, and one from the first canons of excellent taste, is our houses, much like the fish’s shell plus the bird’s nest, must represent our individual taste and habits.
The move toward decoration like a separate artistic profession, unrelated to your manufacturers and retailers, received an impetus using the 1899 formation with the Institute of British Decorators; with John Dibblee Crace since its president, it represented almost 200 decorators about the country.[11] By 1915, the London Directory listed 127 individuals trading as interior decorators, that 10 were women. Rhoda and Agnes Garrett were the very first women to teach professionally as interior designers in 1874. The importance of their focus on design was regarded at that time as using a par achievable of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their applying for grants artistic home design to a wide middle-class audience.[12]

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