The name most associated with Arts and Crafts Movement is William Morris, an Englishman, poet, and artist. In response to the declining quality of mass-produced goods during the Industrial Revolution, Morris founded a design firm, Morris and Company.

Morris shifted the emphasis away from “useless” ornamentation, focusing instead on reinventing quality, workmanship and handcrafted beauty in “any species of decoration down to the smallest work susceptible of art.”