Learn about Moorcroft

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 exercise control over Moorcroft until 1962.

Moorcroft's reputation was further enhanced with the appointment of the Moorcroft company as Potter to HM The Queen in 1928. more...
These items are not for sale and the descriptions, images and prices are for reference purposes only.

A Moorcroft Magnolia pattern vase, signed to base. Height 19 cm.

A Moorcroft 'Wine Magnolia' vase, 1994/5, Australian issue only, of pear shaped form with a small circular foot and decorated with finely tubelined and handpainted wine magnolia blooms and buds in rich plum, blush and pale olive upon a modulating teal grou

A Moorcroft magnolia pattern vase designed William Moorcroft production 1976 of baluster form with pink magnolia on ivory ground. Height 11.5 cm

A Walter Moorcroft magnolia plate, diameter 26 cm, and Walter Moorcroft Hibiscus pattern vase, height 9.5 cm and two Walter Moorcroft small dishes. (4)

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