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, a small green gound Waratah bowl, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 10.5 cm high. Provenance: The Ruth Simon Collection, Sydney
Walter Moorcroft, Footed Bowl, c. 1960, 'Hibiscus' pattern, decorated to the interior with a hibiscus on a dark blue ground, signed in blue 'W. M.', impressed 'Moorcroft, Made in England, height 7 cm diameter 15.7 cm. Provenance: The Es
William Moorcroft, footed bowl, c. 1920, 'Wisteria' pattern, decorated with fruits amongst foliage against a navy blue ground, with silver plate mount, signed in green 'W. M.', impressed 'Moorcroft, Made in England, height 10 cm diamete
William Moorcroft, Footed Bowl, c. 1920, 'Pomegranate' pattern, decorated with pomegranates and berries against a blue ground, with hammered pewter foot, signed in blue 'W. Moorcroft', impressed 'Moorcroft, Made in England, height 12.3
William Moorcroft, Florian Ware Low Bowl, c. 1900, 'Cornflower' pattern, decorated with flowers outlined in white slip against a green and blue ground, signed in green 'W. M. des, height 7 cm diameter 25 cm. Provenance: The Estate of Mary Smart
William Moorcroft, Flamminian Ware Fruit Bowl, c. 1910, 'in green glaze, decorated with Celtic foliage roundels, signed in green 'W. Moorcroft', with printed registered design number '452777', hairline crack to underside, height 12 cm d
A Moorcroft 'Orchid' cabinet plate, circa 1949-1986 period, the shallow bowl form plate decorated centrally with a tube lined decoration of orchids and other blooms in rich tones under an autumnal flambe glaze; with Moorcroft and made in England st
Four Moorcroft wares, including two 'Anemone' Ashtrays, a small 'Orchid' bowl and an 'Orchid' covered box, mid to later 20th century. All pieces typically tubelined and upon teal green grounds; three pieces with impressed capital Moorcroft mark, the rectan
A Walter Moorcroft pomegranate bowl, with full. Script signature, signed full signature with impressed factory marks. Height 6 cm. Diameter 27 cm. Note: Walter Moorcroft's full script signature was only used on important pieces, on one off pieces for exhib
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