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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 decor. English feminist author Mary Haweis wrote a number of widely read essays from the 1880s where she derided the eagerness which aspiring middle-class people furnished their houses based on the rigid models provided to them through the retailers.[10] She advocated the person adoption of any particular style, tailor-made to the consumer needs and preferences with the customer:

"One of my strongest convictions, and one in the first canons of excellent taste, is the fact that our houses, such as 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 towards the manufacturers and retailers, received an impetus while using 1899 formation from the Institute of British Decorators; with John Dibblee Crace since it's president, it represented almost 200 decorators about the country.[11] By 1915, the London Directory listed 127 individuals trading as interior decorators, ones 10 were women. Rhoda and Agnes Garrett were the primary women to learn professionally as decorators in 1874. The importance of their work towards design was regarded at that time as using a par to be able of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their applying for grants artistic interior planning to a wide middle-class audience.[12]

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