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

"One of my strongest convictions, and one from the first canons of proper taste, is the fact that our houses, such as 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 on the manufacturers and retailers, received an impetus together with the 1899 formation from the Institute of British Decorators; with John Dibblee Crace as the president, it represented almost 200 decorators throughout 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 very first women to learn professionally as decorators in 1874. The importance of their work with design was regarded during the time as over 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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