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By the turn on the 20th century, amateur advisors and publications were increasingly challenging the monopoly that this large retail companies had on home design. English feminist author Mary Haweis wrote several widely read essays from the 1880s during which she derided the eagerness in which aspiring middle-class people furnished their houses in accordance with the rigid models provided to them through the retailers.[10] She advocated the consumer adoption of an particular style, tailor-made to the average person needs and preferences on the customer:
"One of my strongest convictions, and one with the first canons of proper taste, is the fact our houses, just like the fish’s shell along with the bird’s nest, must represent our individual taste and habits.
The move toward decoration like a separate artistic profession, unrelated to your manufacturers and retailers, received an impetus using the 1899 formation on 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, ones 10 were women. Rhoda and Agnes Garrett were the initial women to teach professionally as decorators in 1874. The importance of their work with design was regarded back then as using a par with this 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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