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 more...

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Large Moorcroft 'Pansy' jardiniere, in a globular form. Impress…

Large Moorcroft 'Pansy' jardiniere, in a globular form. Impress mark and William Moorcroft signature to the base. Minor 'Fleabite' to the rim, and a small loss to the inside bottom glaze. 17 x 24 cm

Moorcroft: a jardiniere in the anemone pattern, cylindrical…

Moorcroft: a jardiniere in the anemone pattern, cylindrical with a flared lip on a moulded foot, impressed 'Moorcroft' and underglaze signature to base. Height 17.5 cm

Good William Moorcroft 'Hibiscus' jardiniere decorated with…

William Moorcroft 'Hibiscus' Jardiniere

Good William Moorcroft 'Hibiscus' jardiniere decorated with 'Hibiscus' pattern on green ground, marked 'Wm' to base, height 18 cm; diameter 18 cm.

William Moorcroft 'Hibiscus' jardiniere decorated 'Hibiscus'…

William Moorcroft 'Hibiscus' Jardiniere on Green Ground

William Moorcroft 'Hibiscus' jardiniere decorated 'Hibiscus' pattern on green ground, marked 'Wm' to base, height 18 cm; diameter 18 cm.

Moorcroft jardiniere, hand painted embossed fruit decoration…

Limited Edition Hand-Painted Moorcroft Jardiniere with Fruit Embossment

Moorcroft jardiniere, hand painted embossed fruit decoration limited edition 135/500 17 x 18 cm

Two Moorcroft 'Leicester' and 'Sophie' vases, comprising a…

Moorcroft 'Leicester' and 'Sophie' Vases

Two Moorcroft 'Leicester' and 'Sophie' vases, comprising a squat vase in the Leicester pattern (designed by Rachel Bishop, 1995), further signed and dated 15.9.97 and a 'Sophie' vase or small jardiniere (designed by Philip Gibson, 2001), signed by the…

A Moorcroft 'Ivy' pattern jardiniere, Wendy Mason (Painted),…

Moorcroft Ivy Jardiniere by Wendy Mason

A Moorcroft 'Ivy' pattern jardiniere, Wendy Mason (Painted), c2000, the circular footed jardiniere, tube-lined and decorated with trailing ivy leaves on an ivory ground, with impressed Moorcroft stamp, signed WM (Wendy Mason), with original box, height 17…

Large William Moorcroft flambe wisteria jardiniere signed to…

William Moorcroft Flambe Wisteria Jardiniere, Signed, 35cm Height

Large William Moorcroft flambe wisteria jardiniere signed to base, height 35 cm, star crack underneath base

Moorcroft ceramic jardiniere marked to base, height 18 cm

Moorcroft Ceramic Jardiniere, 18cm Height

Moorcroft ceramic jardiniere marked to base, height 18 cm

Moorcroft Anemone jardiniere green signature to base, height 17.…

Green Moorcroft Anemone Jardiniere, 17.5cm

Moorcroft Anemone jardiniere green signature to base, height 17.5 cm approx

William Moorcroft, jardiniere, c. 1920, pomegranate' pattern,…

Moorcroft Pomegranate Jardiniere, Signed

William Moorcroft, jardiniere, c. 1920, pomegranate' pattern, decorated with pomegranates and berries against a navy blue ground, signed in green 'W. Moorcroft', impressed 'Moorcroft Burslem England, height 17.5 cm diameter 24 cm. Provenance: Private…

Moorcroft baluster jardiniere, decorated with a frieze of…

Moorcroft Baluster Jardiniere with Floral Frieze

Moorcroft baluster jardiniere, decorated with a frieze of flowers and foliage in tones of pink, green and blue on a cobalt ground, height 11 cm

Large Moorcroft baluster jardiniere Claremont Toadstool pattern,…

Moorcroft Jardiniere in Claremont Toadstool Pattern

Large Moorcroft baluster jardiniere Claremont Toadstool pattern, made for Liberty & Co

Moorcroft James MacIntyre jardiniere with sprays of flowers on…

Moorcroft Floral Jardiniere with Gilt Highlights

Moorcroft James MacIntyre jardiniere with sprays of flowers on a white ground, having gilt highlights & folded edges. Height 18 cm

William Moorcroft ovoid jardiniere pomegranate pattern, 17 cm…

Moorcroft Pomegranate Jardiniere, 17cm

William Moorcroft ovoid jardiniere pomegranate pattern, 17 cm diameter

A small William Moorcroft jardiniere, decorated with a big…

Moorcroft Poppy Jardiniere

A small William Moorcroft jardiniere, decorated with a big poppy design on a dark cobalt blue ground. Impressed marks and green painted signature. Height 9.5 cm

William Moorcroft, large jardiniere, c. 1920, 'Pansy' pattern,…

Moorcroft Pansy Jardiniere, 1920

William Moorcroft, large jardiniere, c. 1920, 'Pansy' pattern, decorated with a band of mauve and red pansies against a navy blue ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft, Made in England, height 33 cm diameter 32 cm. Provenance:…

William Moorcroft, flambe jardiniere, c. 1929, 'Wisteria'…

Flambe Wisteria Jardiniere by William Moorcroft

William Moorcroft, flambe jardiniere, c. 1929, 'Wisteria' pattern, of ovoid form, decorated with a garland of fruits and leaves in flambe tones, signed in blue 'W. Moorcroft' and dated '1929', height 35 cm diameter 41 cm. Provenance: The Estate of Mary…

William Moorcroft, MacIntyre jardiniere, c. 1907, 'Rose, Tulip…

Moorcroft MacIntyre Jardiniere with Floral Decoration

William Moorcroft, MacIntyre jardiniere, c. 1907, 'Rose, Tulip and Forget-me-not' pattern, decorated with sprays of flowers against a cream ground, signed in green 'W. Moorcroft', printed 'MacIntyre mark and hand painted 'M2875', height 12.7 cm.…

A Moorcroft 'Anemones' jardiniere. Later 20th century. Of…

Moorcroft Anemones Jardiniere

A Moorcroft 'Anemones' jardiniere. Later 20th century. Of cylindrical shape with a waisted foot, and having a slightly everted rim, tubelined and decorated throughout with plum pink and blue infused flowers and foliage upon a rich ultramarine ground;…

A contemporary Moorcroft jardiniere, apples and grapes. 18 cm…

Moorcroft Fruit Jardiniere

A contemporary Moorcroft jardiniere, apples and grapes. 18 cm high, 18 cm wide

Modern Moorcroft jardiniere with landscape pattern

Landscape Moorcroft Jardiniere

Modern Moorcroft jardiniere with landscape pattern

Modern Moorcroft jardiniere

Contemporary Moorcroft Jardiniere

Modern Moorcroft jardiniere

William Moorcroft 'Pomegranate' jardiniere. Signed 'W…

Signed William Moorcroft Pomegranate Jardiniere (17cm)

William Moorcroft 'Pomegranate' jardiniere. Signed 'W Moorcroft' to base. Height 17 cm

A Moorcroft circular jardiniere design by Marjorie Kubanda 28…

Marjorie Kubanda Moorcroft Jardiniere - 28cm Diameter

A Moorcroft circular jardiniere design by Marjorie Kubanda 28 cm diameter

Large Moorcroft 'Anemone' jardiniere, with initials WM to base,…

Large Moorcroft Anemone Jardiniere with WM Initials

Large Moorcroft 'Anemone' jardiniere, with initials WM to base, height 22 cm approx.

Pair of Moorcroft hibiscus jardinieres. Impressed & script mark,…

Moorcroft Hibiscus Jardinieres (Pair)

Pair of Moorcroft hibiscus jardinieres. Impressed & script mark, approx 13 cm high (2)

A Moorcroft Magnolia jardiniere, circa 1970s-80s, the straight…

Moorcroft Magnolia Jardiniere, 1970s-80s

A Moorcroft Magnolia jardiniere, circa 1970s-80s, the straight sided waisted pot having a slightly flared and inverted rim with a continuous tube lined pink magnolia design to the body upon a cobalt ground ; with impressed marks and green signature…

Moorcroft pomegranate Jardiniere of rounded ovoid form with…

Moorcroft Pomegranate Jardiniere with Crack

Moorcroft pomegranate Jardiniere of rounded ovoid form with twin-handles and footed base, decorated with pomegranates in varying shades of purple and pink surrounded by berries, against a dark cobalt blue ground, signed in blue 'W.Moorcroft', with…