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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Moorcroft: a baluster vase in the spring flowers design,…

Moorcroft: a baluster vase in the spring flowers design, painted signature to base, impressed signature and marks to base. Height 23 cm. Provenance: The Estate of the Hon. Dr John Kennedy McLaughlin Am, Sydney

A Moorcroft vase designed by Sally Tuffin Painted by Mary…

Moorcroft Spring Flowers Vase

A Moorcroft vase designed by Sally Tuffin Painted by Mary Etherington. Produced 1990-91 'Spring flowers'. Some glaze cracking, height 33 cm

Moorcroft iris pattern Pottery bowl, of shallow circular form,…

Moorcroft Iris Pottery Bowl

Moorcroft iris pattern Pottery bowl, of shallow circular form, the interior decorated with iris and spring flowers, in tones of green, blue and red, the exterior decorated in graduated tones of green and blue, incised WMoorcroft and signed to base,…

William Moorcroft Spring Flowers inverted rim bowl c1930 Dia:11.…

Moorcroft Spring Flowers Bowl

William Moorcroft Spring Flowers inverted rim bowl c1930 Dia:11.5 cm

A large William Moorcroft 'Orchid' flambe vase, decorated with…

Large William Moorcroft 'Orchid' Flambe Vase, 1939

A large William Moorcroft 'Orchid' flambe vase, decorated with a band of large flower heads and spring flowers on a graduated flambe and deep blue ground. Signed in blue 'W. Moorcroft' and dated '1939', with impressed facsimile signature and 'Potter to H…

Moorcroft circular fruit bowl, spring flowers pattern, 27 cm…

Moorcroft Spring Flowers Fruit Bowl - 27 cm

Moorcroft circular fruit bowl, spring flowers pattern, 27 cm dia.

A Walter Moorcroft 'Spring Flowers' lidded circular box, the…

Moorcroft Spring Flowers Lidded Box

A Walter Moorcroft 'Spring Flowers' lidded circular box, the lid restored. Impressed marks. Diameter 15 cm

Walter Moorcroft 'Spring flowers' vase. Initialled 'Mw.'…

Moorcroft Spring Flowers Vase

Walter Moorcroft 'Spring flowers' vase. Initialled 'Mw.' impressed facsimile signature and 'Potter to hallmarked the hallmarked the Queen' 'Made in England.', height 16 cm

Moorcroft spring flowers jar & cover cylindrical shape with…

Moorcroft Spring Flowers Jar & Cover with Label - 9.5cm

Moorcroft spring flowers jar & cover cylindrical shape with original paper label, 9.5 cm height

A large Walter Moorcroft Orchid and Spring Flowers pattern vase,…

Moorcroft Orchid & Spring Flowers Vase

A large Walter Moorcroft Orchid and Spring Flowers pattern vase, on a dark cobalt blue ground, tapered body, short everted neck, impressed marks and painted initials in blue. Height 31 cm

Walter Moorcroft, vase, c. 1945, Orchid' pattern, decorated…

Moorcroft Orchid Vase, 1945

Walter Moorcroft, vase, c. 1945, Orchid' pattern, decorated with large flower heads and spring flowers against a navy blue ground, signed in blue 'WM', with impressed facsimile signature and 'Potter to H.M. The Queen, made in England, height 24 cm

William Moorcroft, flambe vase, c. 1940, Orchid' pattern,…

Moorcroft Flambe Orchid Vase, 1940

William Moorcroft, flambe vase, c. 1940, Orchid' pattern, decorated with a band of large flower heads and spring flowers, signed in blue 'W. Moorcroft', with impressed facsimile signature and 'Potter to H.M. The Queen, made in England, height 18.8 cm

Walter Moorcroft, Flambe Vase, c. 1945, Orchid' pattern,…

Moorcroft Orchid Flambe Vase

Walter Moorcroft, Flambe Vase, c. 1945, Orchid' pattern, decorated with a band of large flower heads and spring flowers in flambe tones, signed in blue 'WM', with impressed facsimile signature and 'Potter to H.M. the Queen, Made in England, height 16 cm.…

William and Walter Moorcroft, Vase, c. 1945, Orchid' pattern,…

Moorcroft Orchid Vase, 1945

William and Walter Moorcroft, Vase, c. 1945, Orchid' pattern, decorated with a band of large flower heads and spring flowers against a green ground, signed in blue 'WM', with impressed facsimile signature and 'Potter to H.M. the Queen Made in England,…

A William Moorcroft small vase, 'Spring Flowers' pattern, small…

Moorcroft Spring Flowers Vase - Small, 9.5cm

A William Moorcroft small vase, 'Spring Flowers' pattern, small glazed chip to foot ring. Height 9.5 cm

William Moorcroft, vase, c. 1940, 'Orchid' pattern, decorated…

1940 Moorcroft Vase with Orchid and Spring Flower Pattern

William Moorcroft, vase, c. 1940, 'Orchid' pattern, decorated with a band of orchids and spring flowers, against a yellow and navy blue ground, signed in blue 'W. Moorcroft', with impressed facsimile signature and 'Potter to H.M. the Queen, Made in…

Walter Moorcroft, large vase, c. 1945, 'Orchid' pattern,…

Moorcroft Orchid Vase, 1945

Walter Moorcroft, large vase, c. 1945, 'Orchid' pattern, decorated with a band of large flower heads and spring flowers against a green ground, signed in blue 'WM', with impressed facsimile signature and 'Potter to H.M. the Queen, Made in England, height…

William Moorcroft, large flambe vase, 1939, 'Orchid' pattern,…

Moorcroft Orchid Vase, 1939

William Moorcroft, large flambe vase, 1939, 'Orchid' pattern, decorated with a band of large flower heads and spring flowers, signed in blue 'W. Moorcroft' and dated '1939', with impressed facsimile signature and 'Potter to H.M. the Queen, Made in England…

A William Moorcroft vase, in the 'Spring Flowers' pattern,…

Moorcroft Spring Flowers Vase

A William Moorcroft vase, in the 'Spring Flowers' pattern, shouldered shape, impressed marks and painted initials. Height 20.5 cm

A Walter Moorcroft spring flowers vase, c.1945-1949 painted…

Moorcroft Spring Flowers Vase

A Walter Moorcroft spring flowers vase, c.1945-1949 painted blue signature with impressed factory marks. Height 21 cm

A William Moorcroft 'Spring Flowers' pattern lidded box,…

Moorcroft Spring Flowers Lidded Box

A William Moorcroft 'Spring Flowers' pattern lidded box, circular shape. Impressed marks, facsimile signature and paper labels. Diameter 15 cm