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By the turn in the 20th century, amateur advisors and publications were increasingly challenging the monopoly that this large retail companies had on decor.

English feminist author Mary Haweis wrote a few widely read essays inside 1880s during which she derided the eagerness that aspiring middle-class people furnished their houses in accordance with the rigid models wanted to them through the retailers.[10] She advocated the consumer adoption of any particular style, tailor-made to anyone needs and preferences with the customer:

"One of my strongest convictions, and one in the first canons of proper taste, is the fact 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 on the manufacturers and retailers, received an impetus while using 1899 formation in 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 10 were women. Rhoda and Agnes Garrett were the primary women to practice professionally as decorators in 1874. The importance of their develop design was regarded back then as with a par your 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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