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...
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William Moorcroft for Liberty & Co., Florian Ware vase, c. 1908, 'Poppy' pattern, decorated with poppies and leaves in tones of blue and green, signed in green 'W. Moorcroft des.', printed 'Made for Liberty & Co.', with regi

William Moorcroft, Florian Ware Twin-handled vase, c. 1905, 'Poppy' pattern, decorated with blue poppies against a cream ground, signed in green 'W. Moorcroft', with printed Florian Ware mark and registered design number '401753', h

William Moorcroft, Florian Ware Solifleur vase, c. 1902, 'Forget-me-not' pattern, decorated with flowers in tones of yellow, green and blue against a pale blue ground, signed in green 'W. M. des', with printed Florian Ware mark and register

William Moorcroft, Florian Ware vase, c. 1900, 'Poppy and Leaf' pattern, decorated with sprays of blue flowers against a light blue ground between panels of fleur-de-lys, incised 'W. M. des', with printed Florian Ware mark and registered de

William Moorcroft, Florian Ware Solifleur vase, c. 1900, 'Violet' pattern, of slender form with undulating rim, decorated with blue violets against a pale blue ground, signed in green 'W.M. des', with printed Florian Ware mark and registere

William Moorcroft, Florian Ware Pair of vases, c. 1900, 'Forget-me-not and leaf' pattern, decorated with blue flowers and leaves against a light blue ground, incised 'W. M. des', with printed Florian Ware mark and registered design number &

William Moorcroft, Florian Ware vase, c. 1900, 'Poppy and Leaf' pattern, decorated with sprays of blue flowers against a light blue ground between panels of fleur-de-lys, incised 'W. M. des', with printed Florian Ware mark and registered de

Rare Moorcroft Florian ware cornflower vase, green William Moorcroft signature to base, 25.5 cm high

A Moorcroft centenary Florian Yacht design squat vase signed J. Moorcroft 25 cm high

A pair William Moorcroft iris Florian Ware vases, c.1898 - 1905 painted green signature 'Moorcroft des' with printed Macintyre mark. Heights: 23 cm

A Moorcroft pottery 'Blue Tulip' vase dated 2013. limited edition 26/50; shape 121/14. This design taken from William Moorcroft's Florian Ware. Signed with factory marks to base. Height 36 cm

Moorcroft pottery 'Florian Yacht' vase, designed by William Moorcroft, Moorcroft centenary edition, numbered edition #1176, with certificate. Height 23.5 cm

A William Moorcroft Florian Ware vase, c.1904-1913, decorated pottery signed green signature with factory marks. Height 18.8 cm

A Moorcroft for McIntyre Florian Ware vase, circa 1912, decorated in the brown Chrysanthemum pattern factory stamped McIntyre and hand painted W. Moorcroft, impressed 99, 31 cm high

A Moorcroft Macintyre Florian Ware 'Cornflower' vase, circa 1912 baluster on circular foot and short trumpet neck decorated with a repeat floral motif on a washed green ground, hand painted signature and stamped Macintyre Burslem England to base, 23.5 cm h

A good Macintyre & Co. Moorcroft Florian design specimen vase of elongated baluster form, green and gold tubelined poppy type design on a dark blue and green ground, c.1903, printed Macintyre mark and with green painted initials for William Moorcroft, oran

Macintyre Moorcroft Florian Ware vase, gourd shape; posy decoration on a cream ground. Signed and stamped to base. Height 25.5 cm

A Moorcroft MacIntyre Florian Ware vase, circa 1900, slender baluster with raised floral decoration in royal blue on a pale blue ground printed Macintyre Florian Ware stamp and registration number painted William Moorcroft initials and shape number. Height

A Moorcroft vase 'Florian dream' designed by Rachel Bishop, dated 2006. Height 20.5 cm. Together with a Moorcroft Designer's Medley plate, dated 2007. Diameter 24 cm

A Moorcroft Florian Ware vase 1904-1913, of elongated bulbous form, decorated with stylized peacock feathers on a sage green and turquoise ground

A William Moorcroft Florian Ware, Persian shape vase with the cornflower pattern in shades of blue, made for James MacIntyre & Co, c.1902. Height 27 cm

William Moorcroft Florian Ware, Art Nouveau specimen vase with a variegated blue floral tubeline decoration and the 'Wm' initialled signature to the base

A William Moorcroft MacIntyre & Co, Florian Ware. vase, decorated with an unusual version of the violet design. featuring butterflies on the stem. Height 21.5 cm

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