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By the turn in 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 some widely
read essays inside the 1880s through which she derided the eagerness which
aspiring middle-class people furnished their houses in line with the rigid models provided to them from the retailers.[10] She advocated the average person adoption of an particular style, tailor-made to anyone needs and preferences
with the customer:

"One of my strongest convictions, and one on the first canons of proper taste, is our houses, much like the fish’s shell plus the bird’s nest, need to represent our individual taste and habits.
The move toward decoration to be a separate artistic profession, unrelated for the manufacturers and retailers, received an impetus using the 1899 formation from the Institute of British Decorators; with John Dibblee Crace since its 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 coach professionally as decorators in 1874. The importance of their work towards design was regarded during the time as with a par your of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their applying for grants artistic decor to a wide middle-class audience.[12]

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