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

"One of my strongest convictions, and one with the first canons of excellent taste, is the fact our houses, such as the fish’s shell as well as the bird’s nest, really should represent our individual taste and habits.
The move toward decoration like a separate artistic profession, unrelated to your manufacturers and retailers, received an impetus with all the 1899 formation with the Institute of British Decorators; with John Dibblee Crace since it's president, it represented almost 200 decorators across 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 initial women to teach professionally as interior designers in 1874. The importance of their focus on design was regarded back then as on the 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 decor to a wide middle-class audience.[12]

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