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

"One of my strongest convictions, and one on the first canons of a good taste, is our houses, such as fish’s shell along with the bird’s nest, will need to represent our individual taste and habits.
The move toward decoration to be a separate artistic profession, unrelated to your manufacturers and retailers, received an impetus with all the 1899 formation on 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, which 10 were women. Rhoda and Agnes Garrett were the primary women to coach professionally as decorators in 1874. The importance of their develop design was regarded back then 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 home design to a wide middle-class audience.[12]

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