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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William Moorcroft, Vase, c. 1918, Big Poppy' pattern, decorated with flowers against a green ground, signed in green 'W. Moorcroft' and impressed 'Moorcroft Burslem England, height 10 cm. Provenance: Private Collection NSW

William Moorcroft, Vase, c. 1925, Pansy' pattern, of squat form, decorated with mauve and purple pansies against a blue ground, signed in blue 'WM', impressed 'Moorcroft, Made in England, height 10 cm. Provenance: Private Collection NSW

William Moorcroft, Vase, c. 1925, Pomegranate' pattern, of squat form, decorated with pomegranates and berries amongst foliage against a navy blue ground, signed in blue 'W. M.', impressed 'Moorcroft, Made in England, height 8 cm. Provenanc

William Moorcroft, Large Vase, c. 1920, Pomegranate' pattern, decorated with pomegranates and berries amongst foliage against a navy blue ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft, Burslem England', restored, height 37

William Moorcroft, Vase, c. 1920, Pomegranate' pattern, decorated with pomegranates and berries amongst foliage against a navy blue ground, signed in green 'W. Moorcroft', impressed 'Moorcroft, Made in England, height 17.5 cm. Provenance: P

William Moorcroft, Vase, c. 1925, Pomegranate' pattern, decorated with pomegranates and berries amongst foliage against a navy blue ground, signed in blue 'W. M.', impressed 'Moorcroft, Made in England, height 21 cm. Provenance: Private Col

William Moorcroft, Vase, c. 1925, Pomegranate' pattern, decorated with pomegranates and berries amongst foliage against a navy blue ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft, Made in England, height 25 cm. Provenance: Priv

William Moorcroft, Vase, c. 1908, 18th Century' pattern, decorated with swags of flowers against a cream ground, signed in green 'W. Moorcroft', printed 'made for Liberty & Co., height 27.5 cm. Provenance: Private Collection NSW

William Moorcroft, Macintyre' Twin-handled Vase, 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 registered design number,

William Moorcroft, Florian Ware' Vase, c. 1900, Fleur-de-lys' pattern, decorated with blue flowers and leaves against a light blue ground, signed in green 'W. M. des', with printed Florian Ware mark and registered design number, height 20 c

William Moorcroft, a blue ground Waratah vase, circa 1935, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 20.5 cm high

William Moorcroft, a Waratah vase, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 19 cm high. Provenance: The Ruth Simon Collection, Sydney

William Moorcroft, a Waratah vase, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 19 cm high. Provenance: The Ruth Simon Collection, Sydney

William Moorcroft, two Waratah candlesticks, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 8 cm high

William Moorcroft, a Waratah bowl, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 21 cm diameter

William Moorcroft, a Waratah vase, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 19 cm high. Provenance: The Ruth Simon Collection, Sydney

William Moorcroft, a blue ground Waratah plate, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 26.5 cm diameter. Provenance: The Ruth Simon Collection, Sydney

William Moorcroft, a Waratah bowl, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 11 cm diameter

William Moorcroft, a blue ground Waratah vase, circa 1932, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 21 cm high

William Moorcroft, a flambe Waratah jug, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 18.5 cm high. Provenance: The Ruth Simon Collection, Sydney

William Moorcroft, a Waratah vase, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 18 cm high. Provenance: The Ruth Simon Collection, Sydney

William Moorcroft, a blue ground Waratah vase, circa 1935, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 23 cm high

William Moorcroft, a blue ground Waratah vase, circa 1935, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 24 cm high

William Moorcroft, a small green gound Waratah bowl, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 10.5 cm high. Provenance: The Ruth Simon Collection, Sydney

William Moorcroft, a Waratah dish, circa 1930, stamped and inscribed: Moorcroft, Made in England, W. Moorcroft, Potter to HM The Queen, 11 cm diameter

William Moorcroft, a green gound Waratah vase, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 8 cm high. Provenance: The Ruth Simon Collection, Sydney

William Moorcroft, a small blue gound Waratah vase, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 10 cm high. Provenance: The Ruth Simon Collection, Sydney

William Moorcroft, a small green ground Waratah jug, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 9 cm high. Provenance: The Ruth Simon Collection, Sydney

William Moorcroft, a flambe waratah vase, circa 1930, impressed and inscribed: W. Moorcroft, Made in England, Potter to HM The Queen, 10.5 cm high

William Moorcroft, a Waratah plate, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 22.5 cm diameter

William Moorcroft, a Waratah plate, circa 1930, stamped, inscribed and paper label: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 22.5 cm diameter

William Moorcroft, a Waratah plate, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 22.5 cm diameter. Provenance: The Ruth Simon Collection, Sydney

William Moorcroft, a flambe Waratah plate, circa 1930, stamped, inscribed and paper labelled: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 22.5 cm diameter. Provenance: The Ruth Simon Collection, Sydney

Moorcroft floral dish with cover signed William Moorcroft

William Moorcroft 'Leaf and Berries' baluster vase, blue signature and impressed mark to base, height 12 cm approx

A William Moorcroft pottery late Florian Ware vase c.1928 - 1949 signed green painted signature with impressed marks note: rim professionally restored, height: 26 cm

Large William Moorcroft flambe cabinet plate, pattern: 'Leaf and Berries', green signature to base and impressed factory marks to base, diameter 30 cm approx

William Moorcroft salt glaze 'poppy' vase, blue signature and impressed mark to base, height 15.5 cm approx

William Moorcroft Pomegranate vase, signed to base, height 21 cm approx

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