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.
Moorcroft, 'Red Hairy Heath' vase, 2004, Limited Edition 17/25, designed by Emma Bossons, impressed and inscribed, Moorcroft, made in England, Stoke on Trent, 17/25, Dalbry Antiquies, 2004, E. Bossons, 31.5 cm high
Moorcroft, a New World Waratah vase, 2013, limited edition 71/150, designed by Emma Bossons, impressed and inscribed: Moorcroft, Made in Stoke on Trent, England, Ls, signed E Bossons, and initialled Kw, ?26 cm high, Note, This design was part of the Moorcr
Moorcroft, a pair of 'Flannel Flower' vases, 2002, Limited Edition 27/200 and 87/200, designed by Angie Davenport, impressed and inscribed, Moorcroft, made in England, Stoke on Trent, Dalbry Antiques Australia, 2002, Ad, 20 cm high each
Moorcroft, a pair of 'Dryandra' vases, 2001, Limited Edition 6/250 and 131/250, designed by Angela Davenport, impresed and inscribed, Moorecroft, made in England, Stoke on Trent, Angi Davenport, 2001, Wm, 15.5 cm high
Moorcroft, Hardy Brothers commemorative vase, 2013, limited edition 25/50, designed by Kerry Goodwin, impressed and inscribed: Moorcroft, Made in Stoke on Trent, England, Gj, R, further stamped Kg & 'Made for Hardy Brothers', 2013 and signed K
Moorcroft, a Tasmanian blue gum vase, circa 1993, limited edition 17/500, stamped and inscribed: Moorcroft, Made in England, initialled Wm for Walter Moorcroft, ?18.5 cm. Provenance: The Ruth Simon Collection, Sydney
Moorcroft, a Tasmanian blue gum vase, circa 1993, limited edition 419/500, stamped and inscribed: Moorcroft, Made in England, 'E.A. Joyce and Son 1893-1993', initialled Wm for Walter Moorcroft, 18.5 cm
Moorcroft, a large Tasmanian blue gum vase, circa 1993, limited edition 44/50, impressed, stamped and inscribed: Moorcroft, Made in England, R.J.B. Des, 20th. 5.94, E.A. Joyce & Son, Tasmania, Centenary 1893-1993, signed: J. Moorcroft, 42? cm high
Moorcroft, a Malahide (Bottle Brush) vase, 1995, limited edition 47/200, designed by Rachael Bishop, impressed and inscribed: Moorcroft, Made in England, 'Malahide Made for James MacIntyre and Co. Ltd., Leeds', initialled Wm, copyright 95, 12 cm hi
Moorcroft, 'A Tribute to Terra Australis, Honey Possum' vase, 2012, Limited Edition 21/75, designed by Vicky Lovatt, impressed and inscribed, Moorcroft, made in England, Stoke on Trent, 21/75, Vicky Lovatt, 2012, 21.5 cm high
Moorcroft, a New World Waratah vase, 2013, limited edition 137/150, designed by Emma Bossons, impressed and inscribed: Moorcroft, Made in Stoke on Trent, England, Ls, signed E Bossons, and initialled Co, ?26 cm high, Note, This design was part of the Moorc
Moorcroft, 'Great Barrier Reef' vase, 2014, Limited Edition 51/100, designed by Vicky Lovatt, impressed and inscribed, Moorcroft, made in England, Stoke on Trent, 51/100, Vicky Lovatt, 2014, and with angelfish stamp, 19 cm high
Moorcroft, 'Major Mitchell Cockatoo' vase, 2015, Limited Edition 26/75, designed by Vicky Lovatt, impressed and inscribed, Moorcroft, made in England, Stoke on Trent, 2015, 2014, Vicky Lovatt, 26/75, 42 cm high
Moorcroft, 'Sulphur Crested Cockatoo' vase, circa. 1996, Limited Edition 24/60, impressed and inscribed, Moorcroft, made in England, Stoke on Trent, 26-2-96, R.J.B.Des, 24/60, Signed and endoresed to Ruth Simon, 26.5 cm high. Provenance: The Ruth
Moorcroft 'Glendair Carp' vase by Kerry Goodwin of bottle form, from the Legacy collection, in the manner of the early Florian carp pattern, limited edition numbered 72, dated 2012, impressed centenary backstamp. Condition: good, minor wear to the
A large Moorcroft limited edition Australiana vase, 'Tasmanian Blue Gum' pattern, designed by Sally Tuffin, circa 1992, of baluster form decorated with flowering gum nuts amongst gum leaves on a blue ground, impressed factory mark, made for E.A. Jo
A rare Moorcroft paper Oranges squat vase, circa 2012. L.E. 9/10, by Vicky Lovatt. Inspired by a visit to Florida. Paper Oranges is a limited edition of only 10. Signed with factory marks. Height 16 cm; diameter 19.5 cm
A Moorcroft 'Odyssey Swan' vase. Introduced 2000, number 121/500 limited edition. Designed by Beverley Wilkes and of carinate shape with a slightly flared slender neck, tubelined and handpainted with a continuous design of white swans above waves and colou
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