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By the turn with the 20th century, amateur advisors and publications were increasingly challenging the monopoly the large retail
companies had on home design. English feminist author Mary Haweis wrote a few widely read essays inside the 1880s where she derided the eagerness that aspiring middle-class people furnished
their houses based on the rigid models provided to them from the
retailers.[10] She advocated the consumer adoption of an particular
style, tailor-made to the person needs and preferences in the customer:
"One of my strongest convictions, and one in the first canons of a good taste, is the fact our houses, much like the fish’s shell plus the bird’s nest, must represent our individual taste and habits.
The move toward decoration like a separate artistic profession, unrelated for the manufacturers and retailers, received an impetus while using 1899 formation from the Institute of British Decorators; with John Dibblee Crace becasue it is 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 1st women to practice professionally as interior designers in 1874. The importance of their focus on design was regarded right at that moment 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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