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...
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A William Moorcroft Pansy pattern tazza, the shallow bowl decorated to the interior and exterior with flowers and leaves, raised on a short pedestal with circular spreading foot, facsimile signature and impressed marks, c.1930 under the base. Diameter 165,

Moorcroft pen tray with Art Nouveau style pattern, boxed

A Moorcroft pomegranate pattern Ash tray and match holder, circa 1916, the compressed bowl with a brass rim, cigarette rest and a central brass match holder, impressed Moorcroft Burslem and hand painted signature to base, 10.5 cm high.

A Walter Moorcroft vase anemone pattern, of baluster form with a continuous band of anemones on wood smoke ground, circa 1950. Height 30 cm. 81a an Art Nouveau Tudric Solkets pewter cake tray, with an inset rectangular enamel blue and green plate. Produced

A Walter Moorcroft columbine pattern cake tazza green ground. Diameter 25.5 cm, circa 1980

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