Witzel

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

"One of my strongest convictions, and one in the first canons of proper taste, is always 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 to be a separate artistic profession, unrelated towards the 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 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 very first women to coach professionally as interior designers in 1874. The importance of their develop design was regarded during the time as using a par your 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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