Visi & Misi

By the turn with 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 through which she derided
the eagerness in which aspiring middle-class people furnished their houses in line with
the rigid models agreed to them through the retailers.[10]
She advocated the consumer adoption of the particular style,
tailor-made to the person needs and preferences on the customer:

“One of my strongest convictions, and one from the first canons of a good taste, is always that our houses, much like the fish’s shell as well as the bird’s nest, need to 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 with the Institute of British Decorators; with John Dibblee Crace since its president, it represented almost 200 decorators across 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 primary women to learn professionally as decorators in 1874. The importance of their develop design was regarded right at that moment as with a par achievable of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their tips on artistic design to a wide middle-class audience.[12]