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, large vase, c. 1920, 'Big Poppy' pattern, decorated with four large poppies against a navy blue ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft, Made in England, height 27 cm width 30 cm. Provenance: The E
William Moorcroft for Liberty & Co., Florian Ware vase, c. 1908, 'Poppy' pattern, decorated with poppies and leaves in tones of blue and green, signed in green 'W. Moorcroft des.', printed 'Made for Liberty & Co.', with regi
William Moorcroft, Florian Ware Twin-handled vase, c. 1905, 'Poppy' pattern, decorated with blue poppies against a cream ground, signed in green 'W. Moorcroft', with printed Florian Ware mark and registered design number '401753', h
A Walter Moorcroft flambe glaze poppy design vase of trumpet form, flared base, impressed marks and painted initials in blue. The Flambe firing including the unusual turquoise blue and red flame effects 'Achieved By Firing Close to the Limit'. Height 14.8
A good Macintyre & Co. Moorcroft Florian design specimen vase of elongated baluster form, green and gold tubelined poppy type design on a dark blue and green ground, c.1903, printed Macintyre mark and with green painted initials for William Moorcroft, oran
A Moorcroft Tudric Poppy pattern vase, for Liberty & Co., circa 1920, the tapering cylindrical vase with a row of poppies in autumn colours to olive green ground, supported on a hammered pewter circular foot, impressed Tudric Moorcroft 01359, made in Engla
A pair of William Moorcroft 'Poppy' blue ground vases, circa 1925, of shouldered tapering form with everted rim, decorated with a band of flowers on a blue/green ground, signed in blue, impressed mark, 18 cm and. Height 18.5 cm (2)
A Moorcroft Poppy pattern vase, circa 1928, baluster, decorated with a repeating pattern of flowering poppies and leaves, impressed factory marks and model number, blue painted signature. Height 19.5 cm
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