An art critic John Ruskin had a major impact on William Morris as he felt also the need to preserve the individual craftsmanship and design. William Morris was the founder of Morris, Marshall, Faulkner & Co, a design firm which aimed to recreate individual craftsmanship at a time when mass production companies was increasing. Against the odds the firm was very successful, although it was only
the rich society that could his designs.
His ideas led to numerous other companies establishing, which would promote his arts and Crafts ideas. The movement was largely concerned with architecture and decorative arts