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By the turn with the 20th century, amateur advisors and publications were increasingly challenging the monopoly that this large retail companies
had on interior planning. English feminist author Mary
Haweis wrote some widely read essays from the 1880s where she
derided the eagerness in which aspiring middle-class people furnished their houses in line with the rigid models provided to them with the retailers.[10]
She advocated the average person adoption of any particular
style, tailor-made to the person needs and preferences from the customer:

"One of my strongest convictions, and one on the first canons of a good taste, is our houses, much like the fish’s shell and also the bird’s nest, need to represent our individual taste and habits.
The move toward decoration being a separate artistic profession, unrelated for the manufacturers and retailers, received an impetus while using 1899 formation on the Institute of British Decorators; with John Dibblee Crace since it's president, it represented almost 200 decorators round 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 very first women to learn professionally as decorators in 1874. The importance of their work towards design was regarded during the time as on the par achievable of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their tips on artistic interior planning to a wide middle-class audience.[12]

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