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...
3 item(s) found:
These items are not for sale and the descriptions, images and prices are for reference purposes only.

A Walter Moorcroft 'Orchid' pattern vase, tall beaker form, mottled green-blue ground. Height 23 cm

A Moorcroft 'Rosehip' pattern mug, of waisted form with a squared handle, and decorated with a tubelined and handpainted rosehip sprig in olive green and red upon a cream ground; with backstamp underside and artist initials. Height 9 cm.

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