William Moorcroft was employed by Staffordshire pottery manufacturers James Macintyre & Co. Ltd. as a designer in 1897, and after a year he was responsible for the company's art pottery studio.

William Moorcroft created designs for the Macintyre's Aurelian Ware range of high-Victorian pottery, which had transfer-printed and enamelled decoration in bold red, blue and gold colours. He also developed the art nouveau-influenced Florian Ware which was decorated entirely by hand, with the design outlined in trailed slip using a technique known as tubelining. William Moorcroft's designs won him a gold medal at the St. Louis International Exhibition in 1904.

Each piece of pottery produced was personalised with Moorcroft's own signature or initials.

William Moorcroft and James Macintyre & Co. Ltd. split up in 1913 and Moorcroft founded his own factory nearby. Some finance came from the famous London store Liberty, and Liberty continued to more...

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William Moorcroft ovoid vase in Moonlite blue pattern 19 cm…

Moonlite Blue Moorcroft Ovoid Vase 19cm

William Moorcroft ovoid vase in Moonlite blue pattern 19 cm height

Moorcroft boxed c.2008 two handled baluster vase Moonlight…

Moorcroft Moonlight Sonata Vase, Signed, Boxed

Moorcroft boxed c.2008 two handled baluster vase Moonlight Sonata pattern signed Kerri 18.5 cm

Moorcroft ovoid vase Moonlite blue pattern, 22 cm high

Moorcroft Moonlite Blue Ovoid Vase - 22cm

Moorcroft ovoid vase Moonlite blue pattern, 22 cm high

Moorcroft ovoid vase Moonlite blue pattern, 22 cm high

Moorcroft Moonlite Blue Ovoid Vase - 22cm

Moorcroft ovoid vase Moonlite blue pattern, 22 cm high

Rare William Moorcroft 'Moonlight Blue' vase, green signature…

Rare Moonlight Blue Moorcroft Vase

Rare William Moorcroft 'Moonlight Blue' vase, green signature and impressed factory marks to base, height 15 cm approx

A William Moorcroft Moonlight blue vase the tree landscape with…

Moonlight Blue Moorcroft Vase with Double Handles

A William Moorcroft Moonlight blue vase the tree landscape with double handles. Impressed and signed. Hairline cracks. Height 18.5 cm. Width 25.5 cm

A Moorcroft Pottery 'Verley' vase, 1997, by Rachael Bishop. One…

Moonlit Bluebells Vase by Moorcroft Pottery

A Moorcroft Pottery 'Verley' vase, 1997, by Rachael Bishop. One of 4 designs in the 'New Forest' series depicting the new forest bluebells drenched in moonlight, with makers stamps to base. Height 30.8 cm