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 pin dish, decorated with central Hibiscus in tones of…

Hibiscus Moorcroft Pin Dish, 12cm Diameter

Moorcroft pin dish, decorated with central Hibiscus in tones of apricot on a dark green ground, diameter 12 cm

Two Moorcroft ashtrays, slipper orchid and hibiscus patterns,…

Moorcroft Ashtrays: Slipper Orchid & Hibiscus Patterns

Two Moorcroft ashtrays, slipper orchid and hibiscus patterns, of sizes

Moorcroft 'Coral HIbiscus' lidded trinket box impressed marked…

Moorcroft Coral Hibiscus Lidded Trinket Box - 7cm Diameter

Moorcroft 'Coral HIbiscus' lidded trinket box impressed marked to base, diameter 7 cm

Moorcroft pin dish, of circular form, decorated with a central…

Moorcroft Hibiscus Pin Dish

Moorcroft pin dish, of circular form, decorated with a central hibiscus, in tones of yellow, purple and lavender on a green ground, diameter 11 cm

Moorcroft Hibiscus ashtray, 15 cm long approx.

Moorcroft Hibiscus Ashtray - 15cm

Moorcroft Hibiscus ashtray, 15 cm long approx.

Walter Moorcroft 'Hibiscus' posy vase decorated on yellow…

Yellow Hibiscus Posy Vase by Walter Moorcroft

Walter Moorcroft 'Hibiscus' posy vase decorated on yellow ground, marked to base with paper label intact, height 10.5 cm

Walter Moorcroft 'Hibiscus' lidded trinket box, signed and…

Signed Moorcroft 'Hibiscus' Lidded Trinket Box, 12 cm Width

Walter Moorcroft 'Hibiscus' lidded trinket box, signed and factory stamp to base, width 12 cm

Moorcroft Hibiscus plate. Cream ground. Original label attached.…

Moorcroft Hibiscus Plate with Label and Crack

Moorcroft Hibiscus plate. Cream ground. Original label attached. Fine crack to rim. Diameter 22 cm

Moorcroft hibiscus candlestick

Moorcroft Hibiscus Candle Holder

Moorcroft hibiscus candlestick

Moorcroft Hibiscus lidded trinket box width 13 cm

Moorcroft Hibiscus Trinket Box - 13cm Width

Moorcroft Hibiscus lidded trinket box width 13 cm

Moorcroft coral hibiscus bowl impressed marks to base, height…

Moorcroft Coral Hibiscus Bowl - 17.5cm Height

Moorcroft coral hibiscus bowl impressed marks to base, height 17.5 cm

Moorcroft 'Hibiscus' vase height 13 cm.

Small 'Hibiscus' Moorcroft Vase - 13cm

Moorcroft 'Hibiscus' vase height 13 cm.

A Moorcroft baluster pottery vase in the Hibiscus pattern on an…

Moorcroft Hibiscus Vase, Ivory Ground, 13.5cm

A Moorcroft baluster pottery vase in the Hibiscus pattern on an ivory ground. Impressed marks and original label. Height 13.5 cm

Moorcroft vase of pear form, decorated with trailing hibiscus,…

Hibiscus Moorcroft Vase

Moorcroft vase of pear form, decorated with trailing hibiscus, in tones of red, blue, green and yellow on a green ground, height 16 cm

Moorcroft pottery vase decorated with hibiscus flowers, height…

Hibiscus Moorcroft Pottery Vase, 9.5 cm

Moorcroft pottery vase decorated with hibiscus flowers, height 9.5 cm

Moorcroft Hibiscus pattern ash tray, 16 x 9 cm approx

Moorcroft Hibiscus Ash Tray - 16 x 9 cm

Moorcroft Hibiscus pattern ash tray, 16 x 9 cm approx

Moorcroft 'Hibiscus' bowl paper label to base, diameter 14.5 cm

Moorcroft 'Hibiscus' Bowl, 14.5cm Diameter

Moorcroft 'Hibiscus' bowl paper label to base, diameter 14.5 cm

Two Walter Moorcroft 'Hibiscus' pieces including posy vase,…

Walter Moorcroft Hibiscus Vase and Bowl Set

Two Walter Moorcroft 'Hibiscus' pieces including posy vase, height 10 cm and small bowl, diameter 9 cm

Moorcroft bowl, of circular form, with sloping sides, the…

Coral Hibiscus Moorcroft Bowl

Moorcroft bowl, of circular form, with sloping sides, the interior decorated with central hibiscus in coral tones on brown ground, diameter 14 cm

A Moorcroft Hibiscus pin dish, blue overglaze with a red…

Blue Moorcroft Hibiscus Pin Dish with Red Flower

A Moorcroft Hibiscus pin dish, blue overglaze with a red hibiscus flower, label to base, diameter 12 cm

Moorcroft bowl of circular form, with sloping sides, the…

Hibiscus Moorcroft Bowl

Moorcroft bowl of circular form, with sloping sides, the interior decorated with central hibiscus in coral tones on brown ground, depth 14 cm

Pair of Moorcroft Hibiscus pattern pots, 6 cm heights

Moorcroft Hibiscus Pot Pair - 6cm

Pair of Moorcroft Hibiscus pattern pots, 6 cm heights

Two Walter Moorcroft 'Hibiscus' bowls each decorated on cobalt…

Pair of Walter Moorcroft 'Hibiscus' Cobalt Bowls

Two Walter Moorcroft 'Hibiscus' bowls each decorated on cobalt blue ground, marked to bases, diameter 8 cm and 9.5 cm

A Walter Moorcroft Pottery Hibiscus vase mid 20th century…

Mid-century Moorcroft Hibiscus Vase, Signed

A Walter Moorcroft Pottery Hibiscus vase mid 20th century signed makers marks to base, height: 9.2 cm

Moorcroft bowl, plain cylindrical on foot in hibiscus pattern,…

Hibiscus Moorcroft Bowl, 16cm Deep

Moorcroft bowl, plain cylindrical on foot in hibiscus pattern, 16 cm deep

Good Walter Moorcroft 'Hibiscus' fruit bowl decorated on pale…

Walter Moorcroft Hibiscus Fruit Bowl - 25cm Diameter

Good Walter Moorcroft 'Hibiscus' fruit bowl decorated on pale green ground, marked to base, diameter 25 cm.

Moorcroft coral hibiscus shallow bowl impressed marks and…

Moorcroft Coral Hibiscus Shallow Bowl with Labels

Moorcroft coral hibiscus shallow bowl impressed marks and original paper labels to base, diameter 22 cm

Moorcroft 'Hibiscus' vase paper label to base, height 9.5 cm

Moorcroft Hibiscus Vase 9.5cm with Label

Moorcroft 'Hibiscus' vase paper label to base, height 9.5 cm

Walter Moorcroft Hibiscus pattern lidded bowl 15 cm diameter, 9…

Walter Moorcroft Hibiscus Lidded Bowl - 15cm

Walter Moorcroft Hibiscus pattern lidded bowl 15 cm diameter, 9 cm high

Walter Moorcroft 'Hibiscus' vase marked to base, height 11 cm

Moorcroft Hibiscus Vase - 11cm Height

Walter Moorcroft 'Hibiscus' vase marked to base, height 11 cm

Walter Moorcroft Hibiscus vase. Hibiscus design on blue ground.…

Blue Hibiscus Vase by Walter Moorcroft

Walter Moorcroft Hibiscus vase. Hibiscus design on blue ground. Height 19 cm

A Moorcroft mark to base jar with lid decorated with

A Moorcroft mark to base jar with lid decorated with "Hibiscus", height 10 cm

Suite of three Moorcroft pottery bowls with

Suite of three Moorcroft pottery bowls with "Anemone", and "Hibiscus" patterns in blue and green colours diameter 11.5-16 cm

Moorcroft boxed circa 2002 jug Hibiscus moon pattern signed…

Moorcroft Hibiscus Moon Jug, Signed & Limited Edition

Moorcroft boxed circa 2002 jug Hibiscus moon pattern signed Sian Leeper led ed 67/250 12 cm

Moorcroft 'Hibiscus' vase, impressed marks, signature and paper…

Moorcroft Hibiscus Vase - Impressed Marks & Signature

Moorcroft 'Hibiscus' vase, impressed marks, signature and paper sticker to base, 21 cm high approx

Moorcroft coral hibiscus posy vase impressed marks to base,…

Moorcroft Coral Hibiscus Posy Vase - 16cm Height

Moorcroft coral hibiscus posy vase impressed marks to base, height 16 cm

A Moorcroft plate, in the peach hibiscus pattern. Impressed…

Moorcroft Peach Hibiscus Plate, 22cm

A Moorcroft plate, in the peach hibiscus pattern. Impressed mark and label affixed to base, diameter 22 cm

Moorcroft Hibiscus table cigarette lighter with original…

Moorcroft Hibiscus Table Lighter with Sticker Label

Moorcroft Hibiscus table cigarette lighter with original sticker label to the base. Height 11 cm

Moorcroft blue Hibiscus dish, 4.5'

Moorcroft Blue Hibiscus Dish - 4.5"

Moorcroft blue Hibiscus dish, 4.5'

Two Moorcroft rectangular dishes- both Hibiscus, designed by…

Walter Moorcroft Hibiscus Rectangular Dishes (Pair)

Two Moorcroft rectangular dishes- both Hibiscus, designed by Walter Moorcroft, factory sticker and impressed mark to base, width 20 cm

Moorcroft Hibiscus vase. On green ground. Height 16 cm

Green Hibiscus Moorcroft Vase - 16cm Height

Moorcroft Hibiscus vase. On green ground. Height 16 cm

Moorcroft 'Hibiscus' pattern vase, circa 1950s, round Royal…

1950s Moorcroft 'Hibiscus' Royal Warrant Vase

Moorcroft 'Hibiscus' pattern vase, circa 1950s, round Royal Warrant paper label 'By Appointment, W. Moorcroft, Potters to the late Queen Mary, 19 cm high

A William Moorcroft bottle vase, Hibiscus pattern on dark blue…

William Moorcroft Hibiscus Bottle Vase

A William Moorcroft bottle vase, Hibiscus pattern on dark blue background. Brushpoint initials, impressed factory marks and paper label under the base. Height 21 cm

Moorcroft pear shaped vase, with spreading lip, decorated with…

Hibiscus Moorcroft Vase - Cobalt & Pink

Moorcroft pear shaped vase, with spreading lip, decorated with trailed hibiscus in tones of green and pink on cobalt ground, height 13 cm

Moorcroft Hibiscus comport 19 cm diameter approx.

Moorcroft Hibiscus Comport - 19cm Diameter

Moorcroft Hibiscus comport 19 cm diameter approx.

Moorcroft 'Hibiscus' vase impressed mark to base, height 11 cm

Moorcroft Hibiscus Vase, 11cm Height

Moorcroft 'Hibiscus' vase impressed mark to base, height 11 cm

A William Moorcroft hibiscus patterned flower trough, long…

Moorcroft Hibiscus Flower Trough

A William Moorcroft hibiscus patterned flower trough, long rectangular form, dominant red and yellow flowers with green leaves on blue ground. Length 20 cm height 6.3 cm

Two small Moorcroft vases, 'Anemone' and 'Hibiscus, circa 1940s,…

Moorcroft Anemone and Hibiscus Vases, 1940s

Two small Moorcroft vases, 'Anemone' and 'Hibiscus, circa 1940s, a squat baluster vase with anemone designs on a blue ground, impressed marks underside, and a small bottle vase with yellow and maroon hibiscus on a green to Prussian blue ground, paper…

Moorcroft 'Hibiscus' plate on a blue ground, the base with…

Moorcroft Hibiscus Plate on Blue Ground

Moorcroft 'Hibiscus' plate on a blue ground, the base with painted initials & edition number '46/50' & impressed 'Moorcroft Made in England'. Condition good, minor scratches & age related Ware. Diameter 22 cm

Moorcroft coral hibiscus vase faded paper label to base,…

Moorcroft Coral Hibiscus Vase with Faded Label

Moorcroft coral hibiscus vase faded paper label to base, diameter 11.5 cm

Walter Moorcroft 'Hibiscus' vase decorated on green ground,…

Moorcroft Hibiscus Vase on Green Ground

Walter Moorcroft 'Hibiscus' vase decorated on green ground, marked to base with paper label intact, height 14 cm

Moorcroft Hibiscus bowl. Label attached. Diameter 11 cm height…

Moorcroft Hibiscus Bowl with Label, 11 cm Diameter

Moorcroft Hibiscus bowl. Label attached. Diameter 11 cm height 4 cm

A Moorcroft 'Hibiscus' vase, 1970s, a frieze of tubelined coral…

Moorcroft Hibiscus Vase, 1970s

A Moorcroft 'Hibiscus' vase, 1970s, a frieze of tubelined coral hibiscus flowers upon a solid olive green ground, marked Moorcroft with impressed Made in England marks underside, height: 13.5 cm

Moorcroft Hibiscus vase, stamped and signed to base, height 19…

Moorcroft Hibiscus Vase - Signed and Stamped

Moorcroft Hibiscus vase, stamped and signed to base, height 19 cm approx

Moorcroft Hibiscus pattern vase, 8.7 cm high

Moorcroft Hibiscus Vase - 8.7cm

Moorcroft Hibiscus pattern vase, 8.7 cm high

Large Moorcroft Coral Hibiscus vase, C1968-1980, with impressed…

Moorcroft Coral Hibiscus Vase, Royal Warrant Label

Large Moorcroft Coral Hibiscus vase, C1968-1980, with impressed mark and printed Royal Warrant label to base, height 25.5 cm

A Walter Moorcroft 'Hibiscus' pattern baluster vase, on a green…

Walter Moorcroft Hibiscus Baluster Vase

A Walter Moorcroft 'Hibiscus' pattern baluster vase, on a green ground. Impressed marks and paper label. Height 19 cm.

A Moorcroft Hibiscus pattern vase on yellow ground shading to…

Moorcroft Hibiscus Vase, 1950s

A Moorcroft Hibiscus pattern vase on yellow ground shading to pale green at base. Impressed marks and paper Royal Warrent label, c.1950s, height 18 cm

Moorcroft Hibiscus posy vase. Olive green ground. Height 9.5 cm

Olive Green Moorcroft Hibiscus Vase, 9.5 cm Height

Moorcroft Hibiscus posy vase. Olive green ground. Height 9.5 cm

A pair of Walter Moorcroft 'Hibiscus' vases, circa 1960s, the…

Pair of Walter Moorcroft Hibiscus Vases

A pair of Walter Moorcroft 'Hibiscus' vases, circa 1960s, the pair of Moorcroft Hibiscus pattern baluster vases with long necks, on yellow ground shading to pale green at the base, with impressed 'Moorcroft' and 'Made in England' marks, one with Wm…

Moorcroft green ground Hibiscus dish, diameter 26 cm

Moorcroft Hibiscus Dish, 26cm Diameter

Moorcroft green ground Hibiscus dish, diameter 26 cm

Moorcroft 'Hibiscus' vase with pink & yellow raised flowers on…

Moorcroft Hibiscus Vase

Moorcroft 'Hibiscus' vase with pink & yellow raised flowers on a green ground, signed 'W Moorcroft' to the base, with original paper label. Condition good, some crazing to the body. Height 20.3 cm

Large Moorcroft Hibiscus vase with impressed mark and printed…

Moorcroft Hibiscus Vase with Royal Warrant Label

Large Moorcroft Hibiscus vase with impressed mark and printed Royal Warrant label to base, height 37 cm approx.

Moorcroft Hibiscus pattern vase 18.6 cm high

Moorcroft Hibiscus Vase - 18.6 cm

Moorcroft Hibiscus pattern vase 18.6 cm high

Moorcroft 'Hibiscus' pattern baluster shaped pottery vase,…

1950 Moorcroft 'Hibiscus' Pottery Vase, 13.5 cm

Moorcroft 'Hibiscus' pattern baluster shaped pottery vase, circa 1950, A¢?¬?¹13.5 cm high

Moorcroft Hibiscus display plate impressed mark and green…

Moorcroft Hibiscus Display Plate - Signed and Impressed Mark

Moorcroft Hibiscus display plate impressed mark and green signature to base, diameter 26 cm approx

Two cobalt blue Moorcroft candlesticks Hibiscus pattern with…

Moorcroft Candlesticks: Hibiscus and Anemone Patterns

Two cobalt blue Moorcroft candlesticks Hibiscus pattern with pink and yellow flowers impressed Moorcroft made in England. The other anemone pattern with pink and purple flowers, impressed Moorcroft, diameter 10 cm

Moorcroft Hibiscus pattern limited edition plate, number 15/90…

Limited Edition Moorcroft Hibiscus Plate 15/90

Moorcroft Hibiscus pattern limited edition plate, number 15/90 made to commemorative the 90th birthday anniversary of E a Joyce & Son, Tasmania, boxed 18.5 cm diameter

Good William Moorcroft 'Hibiscus' jardiniere decorated with…

William Moorcroft 'Hibiscus' Jardiniere

Good William Moorcroft 'Hibiscus' jardiniere decorated with 'Hibiscus' pattern on green ground, marked 'Wm' to base, height 18 cm; diameter 18 cm.

Moorcroft hibiscus vase, 15.5 cm high approx

Moorcroft Hibiscus Vase - 15.5cm

Moorcroft hibiscus vase, 15.5 cm high approx

Pair of Moorcroft hibiscus jardinieres. Impressed & script mark,…

Moorcroft Hibiscus Jardinieres (Pair)

Pair of Moorcroft hibiscus jardinieres. Impressed & script mark, approx 13 cm high (2)

Moorcroft Hibiscus vase in club form, with a paper label to the…

Moorcroft Hibiscus vase in club form, with a paper label to the base, dated 27.11.86. Height 14 cm

William Moorcroft 'Hibiscus' jardiniere decorated 'Hibiscus'…

William Moorcroft 'Hibiscus' Jardiniere on Green Ground

William Moorcroft 'Hibiscus' jardiniere decorated 'Hibiscus' pattern on green ground, marked 'Wm' to base, height 18 cm; diameter 18 cm.

Walter Moorcroft 'Hibiscus' lidded bowl original paper label to…

Walter Moorcroft Hibiscus Lidded Bowl (12.5 cm)

Walter Moorcroft 'Hibiscus' lidded bowl original paper label to base, diameter 12.5 cm

Walter Moorcroft 'Hibiscus' ginger jar. Initialled 'Wm' and…

Moorcroft 'Hibiscus' Ginger Jar, 15.5 cm Height

Walter Moorcroft 'Hibiscus' ginger jar. Initialled 'Wm' and impressed mark 'Moorcroft made in England' to base. Height 15.5 cm

Walter Moorcroft tray, pen tray hibiscus, width 20.5 cm (Royal…

Moorcroft Hibiscus Pen Tray (1950)

Walter Moorcroft tray, pen tray hibiscus, width 20.5 cm (Royal Warrant label c.1950)

Moorcroft ovoid vase, Hibiscus pattern with original paper…

Moorcroft Hibiscus Vase with Label - 16cm

Moorcroft ovoid vase, Hibiscus pattern with original paper label, 16 cm height

Moorcroft Hibiscus vase pink and yellow flowers on a green…

Pink and Yellow Hibiscus Moorcroft Vase

Moorcroft Hibiscus vase pink and yellow flowers on a green background, signed to base and impressed Moorcroft made in England, height18 cm

Walter Moorcroft hibiscus green vase, c.1950, signed, height 9…

Signed Moorcroft Hibiscus Green Vase, 1950

Walter Moorcroft hibiscus green vase, c.1950, signed, height 9 cm

Moorcroft powder bowl, Hibiscus pattern, 18 cm diameter approx.

Moorcroft Hibiscus Powder Bowl - 18cm Diameter

Moorcroft powder bowl, Hibiscus pattern, 18 cm diameter approx.

Moorcroft hibiscus pattern bowl signed and paper label to base,…

Signed Moorcroft Hibiscus Pattern Bowl with Paper Label

Moorcroft hibiscus pattern bowl signed and paper label to base, 16 cm diameter, 7 cm high

Walter Moorcroft 'Hibiscus' vase C.1953

1953 Moorcroft 'Hibiscus' Vase

Walter Moorcroft 'Hibiscus' vase C.1953

A Moorcroft 'Hibiscus' design bottle vase & matching comport,…

Moorcroft Hibiscus Vase & Comport Set

A Moorcroft 'Hibiscus' design bottle vase & matching comport, 1953-1978 period, but probably 1970s, both items typically tubelined and decorated with maroon and yellow flowers, upon a modulating green to Prussian blue ground, with Moorcroft decals, label,…

Moorcroft Hibiscus pattern footed bowl with original paper…

Moorcroft Hibiscus Footed Bowl with Label - 16cm

Moorcroft Hibiscus pattern footed bowl with original paper label, 16 cm dia.

Walter Moorcroft flambe 'Hibiscus' vase. Royal warrant paper…

Walter Moorcroft Hibiscus Flambe Vase

Walter Moorcroft flambe 'Hibiscus' vase. Royal warrant paper label and impressed mark 'Made in England' to base. Height 13.5 cm

A Moorcroft ovoid vase, Hibiscus pattern, the flowers in coral…

Moorcroft Hibiscus Ovoid Vase, 18 cm Height

A Moorcroft ovoid vase, Hibiscus pattern, the flowers in coral and yellow on a pale lemon ground, impressed marks and signed with initials, Height 18 cm

Large Moorcroft hibiscus vase impressed marks, signature and…

Moorcroft Hibiscus Vase, 21cm

Large Moorcroft hibiscus vase impressed marks, signature and paper stickers to base, 21 cm high approx

Large Moorcroft hibiscus vase impressed marks,signature and…

Moorcroft Hibiscus Vase, 21cm

Large Moorcroft hibiscus vase impressed marks,signature and paper stickers to base, 21 cm high approx

Walter Moorcroft 'Hibiscus' lidded bowl, diameter 16 cm

Walter Moorcroft Hibiscus Lidded Bowl - 16cm Diameter

Walter Moorcroft 'Hibiscus' lidded bowl, diameter 16 cm

Moorcroft hibiscus bulbous vase (labelled)

Labelled Moorcroft Hibiscus Bulbous Vase

Moorcroft hibiscus bulbous vase (labelled)

Walter Moorcroft 'Hibiscus' decorated pottery vase c.1950,…

Moorcroft Hibiscus Pottery Vase, 1950

Walter Moorcroft 'Hibiscus' decorated pottery vase c.1950, height 13 cm

Moorcroft lidded ginger jar featuring hibiscus flower with…

Hibiscus Moorcroft Lidded Ginger Jar

Moorcroft lidded ginger jar featuring hibiscus flower with brown background, with impressed 'Moorcroft' stamp and 'Made in England' stamp. Height 16 cm

A collection of limited edition Hibiscus pattern Moorcroft,…

Limited Edition Hibiscus Moorcroft Collection (8 words)

A collection of limited edition Hibiscus pattern Moorcroft, circa 1972, comprising four pieces, black transfer commemorative and factory marks to bases, the largest vase 24 cm high

Moorcroft hibiscus vase (Walter c.1953)

Walter Moorcroft Hibiscus Vase (c.1953)

Moorcroft hibiscus vase (Walter c.1953)

A Moorcroft bowl decorated with hibiscus flower pattern, height…

A Moorcroft bowl decorated with hibiscus flower pattern, height 9, diameter 20 cm

Moorcroft Hibiscus green vase, Royal Warrant label c.1950 -…

Green Hibiscus Moorcroft Vase with Royal Warrant Label (1950)

Moorcroft Hibiscus green vase, Royal Warrant label c.1950 - height 13.5 cm