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Some of the most distinguished companies of the period were Crace, Waring & Gillow and Holland & Sons; famous decorators employed by these firms included Thomas Edward Collcutt, Edward William Godwin, Charles Barry, Gottfried Semper, and George Edmund Street.
By the turn of the 20th century, amateur advisors and publications were increasingly challenging the monopoly that the large retail companies had on interior design.
With their own design office and cabinet-making and upholstery workshops, Herter Brothers were prepared to accomplish every aspect of interior furnishing including decorative paneling and mantels, wall and ceiling decoration, patterned floors, and carpets and draperies.
Jones' first project was his most important—in 1851 he was responsible for not only the decoration of Joseph Paxton’s gigantic Crystal Palace for the Great Exhibition, but also for the arrangement of the exhibits within.
English feminist author Mary Haweis wrote a series of widely read essays in the 1880s in which she derided the eagerness with which aspiring middle-class people furnished their houses according to the rigid models offered to them by the retailers.
The move towards decoration as a separate artistic profession unrelated to the manufacturers and retailers, received an impetus with the 1899 formation of the Institute of British Decorators; with John Dibblee Crace as its president it represented almost 200 decorators around the country.
This business model flourished from the mid-century to 1914, when this role was increasingly usurped by independent, often amateur, designers.
This paved the way for the emergence of the professional interior design in the mid-20th century.
One particularly effective advertising tool was to set up model rooms at national and international exhibitions in showrooms for the public to see.
The pursuit of effective use of space, user well-being and functional design has contributed to the development of the contemporary interior design profession.
The profession of interior design is separate and distinct from the role of interior decorator, a term commonly used in the US.
Interior design is a multifaceted profession that includes conceptual development, space planning, site inspections, programming, research, communicating with the stakeholders of a project, construction management, and execution of the design.
The profession of interior design has been a consequence of the development of society and the complex architecture that has resulted from the development of industrial processes.