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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 few widely read essays inside the 1880s by which 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 consumer adoption of an particular style, tailor-made to the consumer needs and preferences from the customer:

"One of my strongest convictions, and one with the first canons of a good taste, is the fact that our houses, such as the fish’s shell as well as the bird’s nest, must represent our individual taste and habits.
The move toward decoration like a separate artistic profession, unrelated towards the manufacturers and retailers, received an impetus while using 1899 formation on 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 initial women to coach professionally as decorators in 1874. The importance of their focus on design was regarded during the time as over 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 interior planning to a wide middle-class audience.[12]

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