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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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

Rare William Moorcroft 'Moonlight Blue' vase, green signature and impressed factory marks to base, height 15 cm approx

William Moorcroft MacIntyre 'Florian poppy' vase, green signature and impressed mark to base, height 30 cm approx

William Moorcroft flambe 'Leaf and Berries'vase, green signature and impressed factory marks to base, height 23 cm approx

William Moorcroft Magnolia plate. Magnolia on blue ground. Original paper label to base.

A William Moorcroft sail boat design bowl, circa 1920. 9 cm high, 25 cm diameter.

A William Moorcroft Pansy vase (hairline crack to neck). 18 cm high.

Rare William Moorcroft ‘;Claremont toadstool’ vase, hand tube-lined, coloured and glazed with mushrooms, signed in green with W Moorcroft to base, 8 cm high

William Moorcroft, Pair of Vases, c. 1920, Pomegranate' pattern, decorated with pomegranates and berries amongst foliage against a navy blue ground, signed in blue 'W. M.', impressed 'Moorcroft, Made in England' (2), height 18 cm. Prove

William Moorcroft, Large Vase, c. 1918, Pomegranate' pattern, decorated with pomegranates and berries amongst foliage against a navy blue ground, signed in green 'W. Moorcroft', impressed 'Moorcroft, Burslem England, height 23 cm diameter 2

William Moorcroft, Vase, c. 1918, Pomegranate' pattern, of bottle shape, decorated with pomegranates and berries amongst foliage against a navy blue ground, signed in green 'W. Moorcroft', impressed 'Moorcroft, Made in England, height 23.5

William Moorcroft, Plate, c. 1914, Pomegranate' pattern, decorated with pomegranates, berries and foliage against a green ground, signed in green 'W. Moorcroft', impressed 'Moorcroft Burslem, diameter 22.5 cm

William Moorcroft, Small Vase, c. 1920, Pansy' pattern, decorated with a band of mauve and purple pansies against a navy blue ground, impressed 'Moorcroft, Made in England', retains Moorcroft paper label, height 9 cm. Provenance: Private Collec

William Moorcroft, Silver Mounted Vase, c. 1920, Pansy' pattern, decorated with a band of mauve and purple pansies against a navy blue ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft, Made in England', hallmarked, height 12.

William Moorcroft, Two Vases, c. 1920, Pansy' pattern, decorated with a band of mauve and purple pansies against a navy blue ground, signed in blue 'W. M.', impressed 'Moorcroft, Made in England' (2), height 19 cm, 13 cm. Provenance: Pr

William Moorcroft, Vase, c. 1920, Pansy' pattern, decorated with a band of mauve, purple and yellow pansies against a navy blue ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft, Made in England, height 26.5 cm. Provenance: Privat

William Moorcroft, Serving Plate, c. 1920, Big Poppy' pattern, decorated to the interior with poppies against a navy blue ground, signed in blue 'W. M.', impressed 'Moorcroft, Made in England, diameter 22.5 cm. Provenance: Private Collectio

William Moorcroft, Large Twin-handled Vase, c. 1920, Big Poppy' pattern, decorated with flowers in pink and mauve against a navy blue ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft', retains printed paper Royal Warrant labe

William Moorcroft, Vase, c. 1928, Claremont' pattern, decorated with toadstools against a mottled green ground, signed in green 'W. Moorcroft', impressed 'Moorcroft Made in England, height 10.5 cm

William Moorcroft, Vase, c. 1920, Eventide' pattern, decorated with a continuous band of trees against a mottled orange ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft Made in England, height 22.5 cm. Provenance: Private Collect

William Moorcroft for Liberty & Co., Vase, c. 1910, Hazledene' pattern, decorated with trees in a landscape in tones of green and blue, signed in green 'W. Moorcroft des', printed 'Made for Liberty & Co.', with printed registere

William Moorcroft, Macintyre Vase, 1912, Cornflower' pattern, decorated with flowers amongst foliage on cream ground, signed in green 'W. Moorcroft' and dated '1912', with printed Macintyre mark, restored rim, height 17.4 cm

William Moorcroft, Two Vases, c. 1945, Pomegranate' pattern, each decorated with pomegranates and berries against a blue ground, signed in blue 'W. M.', with impressed facsimile signature and 'Potter to H.M. the Queen, Made in England'

William Moorcroft, Three Small Vases, c. 1920, Pomegranate' pattern, each decorated with a continuous band of pomegranates and berries against a green and blue ground, all marked ' Moorcroft' (3), height 10 cm, 9.5 cm, 7 cm. Provenance: Private

William Moorcroft, Plate, c. 1925, Pomegranate' pattern, decorated with a ring of pomegranates and berries amongst foliage against a navy blue ground, signed in blue 'W. M.', impressed 'Moorcroft, Made in England, diameter 22 cm. Provenance

A William Moorcroft pottery, wisteria plum vase c.1918 - 1929 baluster shape with painted green signature and impressed factory marks to base. Height 20 cm

A pair William Moorcroft pottery, pomegranate vases c.1918 - 1929 baluster shape with painted blue and green signature and impressed factory marks to base. Height 18.3 cm

A William Moorcroft pottery, Eventide bowl c.1918 - 1926 with blue painted signature to base and impressed factory mark. Height 8 cm, diameter 25.5 cm

A William Moorcroft pottery, Flamminian Ware vase, for Liberty & Co, circa 1910 with signature to base and printed factory mark. Height 20.8 cm

A William Moorcroft small vase, 'Spring Flowers' pattern, small glazed chip to foot ring. Height 9.5 cm

A William Moorcroft 'Dawn Landscape' vase, squat baluster form, traditional encircling landscape with balloon form trees in blue tones, chevron repeating bands to the neck and base, impressed mark and initials painted in blue. Height 8.8 cm, small

William Moorcroft 'Flamminian Ware' vase, 20 cm high approx

William Moorcroft ovoid specimen vase painted with yellow spotted toadstools Claremont pattern, 15 cm height

A William Moorcroft small Pansy vase, signed to base 'W. Moorcroft' and impressed 'W204', 6 x 8 cm

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