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...On the death of William Moorcroft in 1945, his elder son, Walter, took over management and design and he continued in this position until his retirement in 1987, after which he continued contributing to Moorcroft designs.
During the tenure of Walter Moorcroft, the Liberty store's interest in Moorcroft was purchased by Moorcroft in 1962.
In the 1980s Moorcroft got into financial difficulties as a result of rising wages and fuel, which were exacerbated by the labour intensive techniques employed by Moorcroft and the company went through several changes in ownership with the result that from 1993 the company was controlled by the Edwards family, which is still the case.
The young 24 year old designer Rachel Bishop joined Moorcroft in 1993, as only its fourth designer in almost a hundred years and her designs become immediately popular. In 1997 the Moorcroft Design Studio was formed with eight designers, and with Rachel Bishop as head designer.
Moorcroft celebrated its centenary in 1997, marking the year that William Moorcroft joined MacIntyre as its founding date, rather than the year the company was founded.
Moorcroft is still producing art pottery in its own distinctive design style, and with astute promotion and limited edition designs including Australian flora and flora, is selling more than it did in the mid-1920’s, its previous heyday.
William Moorcroft, Small Vase, c. 1920, Pansy' pattern, decorated with a band of mauve and purple pansies against a navy blue ground, impressed 'Moorcroft, Made in England', retains Moorcroft paper label, height 9 cm. Provenance: Private Collec
William Moorcroft, Silver Mounted Vase, c. 1920, Pansy' pattern, decorated with a band of mauve and purple pansies against a navy blue ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft, Made in England', hallmarked, height 12.
William Moorcroft, Two Vases, c. 1920, Pansy' pattern, decorated with a band of mauve and purple pansies against a navy blue ground, signed in blue 'W. M.', impressed 'Moorcroft, Made in England' (2), height 19 cm, 13 cm. Provenance: Pr
William Moorcroft, Vase, c. 1920, Pansy' pattern, decorated with a band of mauve, purple and yellow pansies against a navy blue ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft, Made in England, height 26.5 cm. Provenance: Privat
William Moorcroft, Large Twin-handled Vase, c. 1920, Big Poppy' pattern, decorated with flowers in pink and mauve against a navy blue ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft', retains printed paper Royal Warrant labe
William Moorcroft, Vase, c. 1920, Eventide' pattern, decorated with a continuous band of trees against a mottled orange ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft Made in England, height 22.5 cm. Provenance: Private Collect
William Moorcroft for Liberty & Co., Vase, c. 1910, Hazledene' pattern, decorated with trees in a landscape in tones of green and blue, signed in green 'W. Moorcroft des', printed 'Made for Liberty & Co.', with printed registere
William Moorcroft, Macintyre Vase, 1912, Cornflower' pattern, decorated with flowers amongst foliage on cream ground, signed in green 'W. Moorcroft' and dated '1912', with printed Macintyre mark, restored rim, height 17.4 cm
Walter Moorcroft, Pair of Vases, c. 1950, Fresia' pattern, decorated with sprays of pink and yellow flowers, signed in green 'W. M.', impressed facsimile signature and 'Potter to HM The Queen, Made in England, height 20 cm. Provenance: Priv
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
A William Moorcroft 'Dawn Landscape' vase, squat baluster form, traditional encircling landscape with balloon form trees in blue tones, chevron repeating bands to the neck and base, impressed mark and initials painted in blue. Height 8.8 cm, small
A Moorcroft 'Banksia' vase, 1987 and after, designed by Sally Tuffin, the compressed ovoid vase raised on a low footrim and with a small waisted neck, tubelined and decorated with green textured flowers and characteristic prickly long leaves upon a
A Moorcroft 'Wisteria' vase, circa later 1920s, the baluster vase with a waisted neck, lightly tubelined and having continuous decoration in plum, maroon, green and lemon colours upon a mottled cobalt ground; impressed Cobridge made in England and
Emma Bossons for Moorcroft, two vases, 2003, 'Evening Sky' pattern, decorated with tubelined trees in a landscape against a dusk sky, painted monogram of Emma Bossons and dated '2003', impressed 'Moorcroft, Made in Stokeontrent England&
Marjorie Hill for Moorcroft, two vases, 1993, 'Oberon' pattern, decorated with pink flowers and sinuous foliage against a shaded green to pink ground, painted monogram of Marjorie Hill and dated '1993', impressed 'Moorcroft, Made in Sto
Sue Pointon for Moorcroft, vase, c. 1990, of swollen form, decorated with blue flowers against a pale blue ground, painted monogram of Sue Pointon, impressed 'Moorcroft, Made in Stokeontrent England', painted 'Des-Trial, height 36.5 cm. Provena
Nicola Slaney for Moorcroft, large vase, 2005, 'White Ladies' pattern, of trumpet form, in the Art Deco taste, decorated with ladies and stylised flowers against a black ground, signed 'N. Slaney' and dated '2005', impressed 'Mo
Philip Gibson for Moorcroft, vase, 2006, Black Cockatoo' pattern, of swollen baluster form, decorated with two black cockatoos and gumnuts, signed 'Philip Gibson' and dated '2006', impressed 'Moorcroft, Made in Stokeontrent England,
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