Fehon
By the turn on the 20th century, amateur advisors and publications were increasingly
challenging the monopoly which the large retail companies had on decor.
English feminist author Mary Haweis wrote a few widely read essays
within the 1880s where she derided the eagerness that aspiring middle-class people furnished their houses in accordance with the rigid models agreed
to them from the retailers.[10] She advocated the person adoption of the particular style, tailor-made to the person needs
and preferences with the customer:
"One of my strongest convictions, and one in the first canons of proper taste, is always that our houses, much like the fish’s shell as well as the bird’s nest, need to represent our individual taste and habits.
The move toward decoration as being a separate artistic profession, unrelated towards the manufacturers and retailers, received an impetus while using 1899 formation with the Institute of British Decorators; with John Dibblee Crace since it's president, it represented almost 200 decorators throughout 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 primary women to practice professionally as interior designers in 1874. The importance of their work with design was regarded during the time as with 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 home design to a wide middle-class audience.[12]
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