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

"One of my strongest convictions, and one from the first canons of proper taste, is always that our houses, such as the fish’s shell along with the bird’s nest, will need to 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 on the Institute of British Decorators; with John Dibblee Crace as the president, it represented almost 200 decorators about the country.[11] By 1915, the London Directory listed 127 individuals trading as interior decorators, which often 10 were women. Rhoda and Agnes Garrett were the very first women to coach professionally as interior designers in 1874. The importance of their work with design was regarded during the 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 tips on artistic design to a wide middle-class audience.[12]

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