SchoolBesties

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

"One of my strongest convictions, and one in the first canons of fine taste, is always that our houses, such as fish’s shell and also the bird’s nest, will 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 with all the 1899 formation in the Institute of British Decorators; with John Dibblee Crace as the president, it represented almost 200 decorators throughout the country.[11] By 1915, the London Directory listed 127 individuals trading as interior decorators, ones 10 were women. Rhoda and Agnes Garrett were the initial women to coach professionally as interior designers in 1874. The importance of their develop design was regarded at that time as on the par achievable of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their applying for grants artistic design to a wide middle-class audience.[12]

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