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, Pair of 'Tudric' candlesticks, c. 1920, 'Pomegranate' pattern, decorated with pomegranates and berries amongst foliage against a navy blue ground, with hammered pewter mounts, marked 'Made in England, Tudric, Moorcrof
William Moorcroft, pair of candlesticks, c. 1925, 'Pansy' pattern, decorated with mauve and purple pansies against a blue ground, signed in blue 'WM', impressed 'Moorcroft, Made in England' (2), height 18.3 cm. Provenance: The Estat
William Moorcroft, pair of candlesticks, c. 1925, 'Moonlit Blue' pattern, decorated with trees in a landscape in tones of blue and green, signed in green 'W. Moorcroft', impressed 'Moorcroft Made in England' (2), height 25.5 cm. Pro
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
A Moorcroft anemone candlestick, 1953-1978, the oval candlestick of low profile gently tapering upwards to a circular opening and decorated with two anemone, one deep red and the other near purple upon an olive ground; with impressed marks Moorcroft Englan
A William Moorcroft Pomegranate design candlestick, the cylindrical column with flared sconce and two plain collar details, spreading circular foot, the design in colours on deep rich cobalt ground, painted initials in green and impressed marks. Height 21
A Macintyre Moorcroft candlestick, circa 1907. Tube-lined with sprays of roses tulips and forget-me-nots against an ivory ground with green lined rims. Brown printed factory marks and green painted signature. Height 23 cm
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