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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Walter Moorcroft vase, tall slender 'Anemone' vase, initial…

Walter Moorcroft vase, tall slender 'Anemone' vase, initial signature mark to base, height 26 cm

Walter Moorcroft, early Moorcroft leaf and berry vase circa…

Walter Moorcroft, early Moorcroft leaf and berry vase circa 1938, signed and facsimile William Moorcroft signature, height 14.5 cm

Good Moorcroft 'Leaf & Berry' vase, signed to base by William…

Good Moorcroft 'Leaf & Berry' vase, signed to base by William and Walter Moorcroft, height 11 cm

Rare large Walter Moorcroft 'Anemone' bowl, signed to base,…

Rare large Walter Moorcroft 'Anemone' bowl, signed to base, height 12 cm; diameter 33 cm

Walter Moorcroft Pansy vase, height 15.5 cm, green signature to…

Walter Moorcroft Pansy vase, height 15.5 cm, green signature to base

Walter Moorcroft 'Pomegranate' inkwell, with silver lid and…

Walter Moorcroft 'Pomegranate' inkwell, with silver lid and upper rim, signed to base, diameter 12 cm

A Walter Moorcroft flambe waratah plate, circular with a…

Flambe Waratah Plate by Walter Moorcroft

A Walter Moorcroft flambe waratah plate, circular with a shallow rim, the cavetto decorated with three large waratah flowers on a mottled red ground, in a flambe glaze, impressed factory mark, underglazed facsimile signature and impressed 'Potter to Hm…

Moorcroft anemone squat vase, with paper Royal warrant label.…

Moorcroft Anemone Squat Vase with Royal Warrant Label

Moorcroft anemone squat vase, with paper Royal warrant label. 'Potter to the late Queen Mary' in use from 1953-1978, by Walter Moorcroft. Height 7.5 cm

Moorcroft anemone design bowl, signed 'W.M.' for Walter…

Signed Moorcroft Anemone Bowl, Circa 1920

Moorcroft anemone design bowl, signed 'W.M.' for Walter Moorcroft, and impressed factory mark to base. Circa 1920. Height 7 cm, diameter .16 cm

Walter Moorcroft tray, pen tray hibiscus, width 20.5 cm (Royal…

Moorcroft Hibiscus Pen Tray (1950)

Walter Moorcroft tray, pen tray hibiscus, width 20.5 cm (Royal Warrant label c.1950)

Footed anemone tazza Moorcroft tazza in the anemone pattern…

Moorcroft Anemone Tazza

Footed anemone tazza Moorcroft tazza in the anemone pattern with a total of 5 large flowers on blue green ground. Bears the signature of Walter Moorcroft to the base. Mid 20th century.11.5 x 16 cm

Walter Moorcroft open pomegranate vase with silver collar,…

Moorcroft Pomegranate Vase with Silver Collar (14cm)

Walter Moorcroft open pomegranate vase with silver collar, height 14 cm

A pair of Walter Moorcroft 'Hibiscus' vases, circa 1960s, the…

Pair of Walter Moorcroft Hibiscus Vases

A pair of Walter Moorcroft 'Hibiscus' vases, circa 1960s, the pair of Moorcroft Hibiscus pattern baluster vases with long necks, on yellow ground shading to pale green at the base, with impressed 'Moorcroft' and 'Made in England' marks, one with Wm…

Walter Moorcroft vase, anemone flower pattern c.1945, height 10…

Moorcroft Anemone Vase, 1945

Walter Moorcroft vase, anemone flower pattern c.1945, height 10 cm

A Walter Moorcroft white lily vase on deep green ground. Paper…

Moorcroft White Lily Vase on Deep Green Ground

A Walter Moorcroft white lily vase on deep green ground. Paper label circa 1953 ' 1978, height 13 cm

Walter Moorcroft Anemone table vase decorated on cobalt blue…

Moorcroft Anemone Cobalt Vase, 17cm

Walter Moorcroft Anemone table vase decorated on cobalt blue ground, marked to base, height 17 cm.

Walter Moorcroft 'Iris and wild Flower' vase, c.1947-53, of…

Moorcroft Iris and Wild Flower Vase

Walter Moorcroft 'Iris and wild Flower' vase, c.1947-53, of tapering baluster form, decorated with border of flowers and foliage, in tones of red, yellow, purple and blue on a green ground, painted signature, impressed made in England and potter to the…

Walter Moorcroft flambe 'Clematis' vase, c.1947-1953, of ovoid…

Flambe Clematis Vase by Walter Moorcroft

Walter Moorcroft flambe 'Clematis' vase, c.1947-1953, of ovoid form, set above a knopped wide sloping foot, decorated with clematis flower and buds on a rich red ground, with signed initials 'W.M', 'Moorcroft' and 'Made in England', height 17.5 cm

Moorcroft anemone bowl, with Royal Warrant label C.1945, signed…

Moorcroft Anemone Bowl with Royal Warrant Label

Moorcroft anemone bowl, with Royal Warrant label C.1945, signed by Walter Moorcroft, width 16 cm

Good Walter Moorcroft 'Hibiscus' fruit bowl decorated on pale…

Walter Moorcroft Hibiscus Fruit Bowl - 25cm Diameter

Good Walter Moorcroft 'Hibiscus' fruit bowl decorated on pale green ground, marked to base, diameter 25 cm.

Walter Moorcroft 'Peaches and Grapes' bowl, of circular form,…

Moorcroft Peaches and Grapes Bowl

Walter Moorcroft 'Peaches and Grapes' bowl, of circular form, in tones of brown, green and blue, impressed mark and blue signature to base, height 9 cm and diameter 20.5 cm

Walter Moorcroft 'Leaf and Berry' flambe bowl, of shallow…

Moorcroft Flambe Bowl with Leaf and Berry Design

Walter Moorcroft 'Leaf and Berry' flambe bowl, of shallow circular form, raised on a circular foot, impressed marks and blue signature to base, height 7.5 cm and diameter 23 cm

Moorcroft vase, Walter Moorcroft signed to base 'Wisteria'…

Walter Moorcroft Wisteria Vase

Moorcroft vase, Walter Moorcroft signed to base 'Wisteria' design 13 cm

Walter Moorcroft 'Poppy' vase, of baluster form, decorated with…

Moorcroft Poppy Vase, 22cm

Walter Moorcroft 'Poppy' vase, of baluster form, decorated with poppies and foliage, in tones of red, purple and green on a blue ground, with full signature in blue, impressed factory and made in England marks, height 22 cm

Moorcroft bowl Walter Moorcroft, anemone decorated bowl,…

Walter Moorcroft Anemone Bowl with Royal Warrant Label

Moorcroft bowl Walter Moorcroft, anemone decorated bowl, diameter 11.2 cm, Royal Warrant label (c.1950)

Walter Moorcroft vase, anemone, height 10 cm c.1950

Moorcroft Anemone Vase, 1950

Walter Moorcroft vase, anemone, height 10 cm c.1950

A large Moorcroft 'Anenome' pattern baluster vase, mid-century,…

Moorcroft Anenome Baluster Vase, Mid-Century, Walter Moorcroft Signed

A large Moorcroft 'Anenome' pattern baluster vase, mid-century, with Walter Moorcroft signature and impressed factory mark to base, 32 cm high

A Moorcroft 'Anemone' ginger jar, 1949-1986 period, the covered…

Moorcroft Anemone Ginger Jar, 1949-1986

A Moorcroft 'Anemone' ginger jar, 1949-1986 period, the covered jar having a broad tubelined frieze of anemone in mottled deep blue purple and plum colours with citrus tone foliage on a dark cobalt ground, painted Walter Moorcroft signature and impressed…

Two Walter Moorcroft dishes anemone and spring flower patterns…

Walter Moorcroft Anemone & Spring Flower Dishes (9cm)

Two Walter Moorcroft dishes anemone and spring flower patterns 9 cm dia's

Walter Moorcroft fruit bowl anemone pattern circa 1950 20.5 cm

Moorcroft Anemone Fruit Bowl (1950)

Walter Moorcroft fruit bowl anemone pattern circa 1950 20.5 cm

Walter Moorcroft spherical body vase autumn leaf and berry…

Moorcroft Autumn Leaf Vase

Walter Moorcroft spherical body vase autumn leaf and berry pattern circa 1935 11 cm height

Two Walter Moorcroft slightly shallow plates pomegranate…

Walter Moorcroft Pomegranate Plates - 22cm Diameter

Two Walter Moorcroft slightly shallow plates pomegranate pattern 22 cm diameter

Two Walter Moorcroft slightly shallow plates pomegranate…

Walter Moorcroft Pomegranate Plates (22cm)

Two Walter Moorcroft slightly shallow plates pomegranate pattern 22 cm diameter

Two Walter Moorcroft slightly shallow plates pomegranate…

Walter Moorcroft Pomegranate Plates (22cm)

Two Walter Moorcroft slightly shallow plates pomegranate pattern 22 cm diameter

Two Walter Moorcroft slightly shallow plates pomegranate…

Walter Moorcroft Pomegranate Plates (22cm)

Two Walter Moorcroft slightly shallow plates pomegranate pattern 22 cm diameter

Two Walter Moorcroft slightly shallow plates pomegranate…

Walter Moorcroft Pomegranate Plates (22cm)

Two Walter Moorcroft slightly shallow plates pomegranate pattern 22 cm diameter

Two Walter Moorcroft slightly shallow plates pomegranate…

Walter Moorcroft Pomegranate Plates (22cm)

Two Walter Moorcroft slightly shallow plates pomegranate pattern 22 cm diameter

Walter Moorcroft ovoid body posy vase pomegranate pattern 12 cm…

Moorcroft Pomegranate Ovoid Vase, 12cm

Walter Moorcroft ovoid body posy vase pomegranate pattern 12 cm height

Walter Moorcroft compressed circular bowl and cover pomegranate…

Moorcroft Pomegranate Bowl & Cover, 14cm

Walter Moorcroft compressed circular bowl and cover pomegranate pattern 14 cm diameter

Walter Moorcroft ovoid vase pomegranate pattern 17 cm height

Moorcroft Pomegranate Ovoid Vase - 17cm

Walter Moorcroft ovoid vase pomegranate pattern 17 cm height

Pottery tea set Moorcroft Pottery, three piece set comprising…

Moorcroft Anemone Tea Set

Pottery tea set Moorcroft Pottery, three piece set comprising of teapot, sugar bowl and creamer decorated with anemone flowers against cobalt blue ground by Walter Moorcroft, signed at base

Moorcroft vase Walter Moorcroft, anemone decorated vase, height…

Anemone Moorcroft Vase (1945)

Moorcroft vase Walter Moorcroft, anemone decorated vase, height 16.2 cm (c.1945)

Moorcroft small vase, floral decorated Walter Moorcroft

Floral Moorcroft Vase by Walter Moorcroft

Moorcroft small vase, floral decorated Walter Moorcroft

Walter Moorcroft, anemone vase signed by Walter Moorcroft C1945,…

Walter Moorcroft Anemone Vase - Signed (1945)

Walter Moorcroft, anemone vase signed by Walter Moorcroft C1945, height 14 cm

Walter Moorcroft 'blue Anenome' vase marked to base, height 14…

Walter Moorcroft Blue Anemone Vase, 14cm

Walter Moorcroft 'blue Anenome' vase marked to base, height 14 cm

Walter Moorcroft 'blue Anenome' vase marked to base, height 14…

Moorcroft Blue Anenome Vase, 14cm

Walter Moorcroft 'blue Anenome' vase marked to base, height 14 cm

Walter Moorcroft 'blue Anenome' vase impressed mark and…

Moorcroft Blue Anenome Vase - 19cm

Walter Moorcroft 'blue Anenome' vase impressed mark and signature to base, height 19 cm

Walter Moorcroft 'blue Anenome' vase impressed mark and…

Moorcroft Blue Anenome Vase

Walter Moorcroft 'blue Anenome' vase impressed mark and signature to base, height 15.5 cm

Small Walter Moorcroft 'blue Anenome' vase marked to base,…

Walter Moorcroft Blue Anenome Vase (10cm)

Small Walter Moorcroft 'blue Anenome' vase marked to base, height 10 cm apparox

Small Walter Moorcroft bowl 11.5 cm diameter, 4 cm high approx,…

Small Moorcroft Bowl with Box

Small Walter Moorcroft bowl 11.5 cm diameter, 4 cm high approx, a Moorcroft box is included

Walter Moorcroft Hibiscus pattern lidded bowl 15 cm diameter, 9…

Walter Moorcroft Hibiscus Lidded Bowl - 15cm

Walter Moorcroft Hibiscus pattern lidded bowl 15 cm diameter, 9 cm high

Moorcroft twin handled fruit bowl, Walter Moorcroft full…

Walter Moorcroft Red Fruit Bowl with Twin Handles

Moorcroft twin handled fruit bowl, Walter Moorcroft full signature to base, red ground with decoration

Rare Moorcroft Clematis cabinet plate, c.1945, signed by Walter…

Signed Moorcroft Clematis Cabinet Plate (1945)

Rare Moorcroft Clematis cabinet plate, c.1945, signed by Walter Moorcroft, width 26 cm

A Moorcroft poppy pattern bowl, by Walter Moorcroft, circa 1950,…

Moorcroft Poppy Bowl by Walter Moorcroft

A Moorcroft poppy pattern bowl, by Walter Moorcroft, circa 1950, the bowl painted with three poppies to the interior against a deep green ground, signed 'W M' in blue with impressed factory mark, 9 cm high, 31 cm diameter

Walter Moorcroft 'Hibiscus' lidded bowl original paper label to…

Walter Moorcroft Hibiscus Lidded Bowl (12.5 cm)

Walter Moorcroft 'Hibiscus' lidded bowl original paper label to base, diameter 12.5 cm

Walter Moorcroft 'Hibiscus' vase marked to base, height 21.5 cm

Moorcroft 'Hibiscus' Vase - 21.5cm

Walter Moorcroft 'Hibiscus' vase marked to base, height 21.5 cm

Walter Moorcroft 'Hibiscus' lidded bowl, diameter 16 cm

Walter Moorcroft Hibiscus Lidded Bowl - 16cm Diameter

Walter Moorcroft 'Hibiscus' lidded bowl, diameter 16 cm

Walter Moorcroft 'Anemone' posy vase original paper label to…

Walter Moorcroft Anemone Posy Vase with Label, 13cm

Walter Moorcroft 'Anemone' posy vase original paper label to base, height 13 cm

Walter Moorcroft 'Anemone' lidded bowl marked to base with…

Walter Moorcroft Anemone Lidded Bowl - 12.5cm Diameter

Walter Moorcroft 'Anemone' lidded bowl marked to base with original paper label, diameter 12.5 cm

Walter Moorcroft 'Wisteria' fruit bowl marked to base, diameter…

Walter Moorcroft Wisteria Fruit Bowl, 27cm Diameter

Walter Moorcroft 'Wisteria' fruit bowl marked to base, diameter 27 cm

Walter Moorcroft pomegranate bowl marked to base, height 9 cm

Moorcroft Pomegranate Bowl, 9cm Height, Marked

Walter Moorcroft pomegranate bowl marked to base, height 9 cm

Rare three piece Walter Moorcroft tea set 'Pomegranate,'…

Moorcroft Pomegranate Tea Set with Pewter Fittings

Rare three piece Walter Moorcroft tea set 'Pomegranate,' pattern on blue ground, including teapot, milk jug, and sugar bowl, each with pewter fittings, marked to bases, height 13 cm.

Walter Moorcroft Clematis vase Royal Warrant label c1950 height…

Walter Moorcroft Clematis Vase with Royal Warrant Label

Walter Moorcroft Clematis vase Royal Warrant label c1950 height 13 cm

Walter Moorcroft 'Orchid' design with original label to base,…

Moorcroft Orchid Vase - 9cm

Walter Moorcroft 'Orchid' design with original label to base, height 9 cm

Walter Moorcroft Eventide landscap footed comport decorated…

Moorcroft Eventide Tree Comport

Walter Moorcroft Eventide landscap footed comport decorated with image of a central tree, marked to base, on silver plate circular foot, height 13 cm; diameter 18.5 cm

Walter Moorcroft 'Hibiscus' pottery vase with Royal Warrant…

Moorcroft Hibiscus Pottery Vase with Royal Warrant Label

Walter Moorcroft 'Hibiscus' pottery vase with Royal Warrant label c.1950, signed, height 15.5 cm

Walter Moorcroft 'Hibiscus' decorated pottery vase c.1950,…

Moorcroft Hibiscus Pottery Vase, 1950

Walter Moorcroft 'Hibiscus' decorated pottery vase c.1950, height 13 cm

Walter Moorcroft hibiscus vase, Royal Warrant label c.1950,…

Signed Moorcroft Hibiscus Vase with Royal Warrant Label

Walter Moorcroft hibiscus vase, Royal Warrant label c.1950, signed, height 21.2 cm

Walter Moorcroft anemone blue vase, Royal Warrant label c.1950,…

Walter Moorcroft Blue Anemone Vase, 1950

Walter Moorcroft anemone blue vase, Royal Warrant label c.1950, signed, height 15.5 cm

Walter Moorcroft hibiscus green vase, c.1950, signed, height 9…

Signed Moorcroft Hibiscus Green Vase, 1950

Walter Moorcroft hibiscus green vase, c.1950, signed, height 9 cm

Walter Moorcroft open pomegranate vase, Royal Warrant label c.…

Moorcroft Pomegranate Vase with Royal Warrant Label

Walter Moorcroft open pomegranate vase, Royal Warrant label c.1950, signed, height 8 cm

Walter Moorcroft Pansy pattern bowl, of shallow form with an…

Moorcroft Pansy Bowl, Royal Potter, Cobalt Ground, 21cm

Walter Moorcroft Pansy pattern bowl, of shallow form with an everted rim, the interior decorated with border of pansy, in tones of green, pink, yellow and purple on a cobalt ground, marks to base, potter to Hm Queen, diameter 21 cm

Walter Moorcroft wisteria pattern vase, of tapering baluster…

Moorcroft Wisteria Vase, 115 cm

Walter Moorcroft wisteria pattern vase, of tapering baluster form, decorated with fruit and foliage, in tones of yellow pink and purple on a cobalt ground, marks to base, height 115 cm

Walter Moorcroft Hibiscus pattern vase, c.1950's, of baluster…

Moorcroft Hibiscus Vase, 1950s

Walter Moorcroft Hibiscus pattern vase, c.1950's, of baluster form, decorated with hibiscus and foliage, in tones of red, green, yellow and purple, on a mottled blue and green ground, height 26 cm

Walter Moorcroft 'Clemantis' vase, height 20 cm

Moorcroft Clematis Vase, 20cm

Walter Moorcroft 'Clemantis' vase, height 20 cm

Walter Moorcroft anemone vase, Royal Warrant Label c.1950,…

Royal Warrant Moorcroft Anemone Vase, 1950

Walter Moorcroft anemone vase, Royal Warrant Label c.1950, height 10 cm

Walter Moorcroft pottery vase decorated with hibiscus flowers…

Moorcroft Hibiscus Vase

Walter Moorcroft pottery vase decorated with hibiscus flowers against green ground, height 26.5 cm

Walter Moorcroft 'Anenome' pottery vase signed to base, height…

Signed Moorcroft Anenome Vase with Crazing, 12.5 cm

Walter Moorcroft 'Anenome' pottery vase signed to base, height 12.5 cm, aged crazing

Walter Moorcroft powder blue vase, height 8 cm

Powder Blue Moorcroft Vase - 8cm Height

Walter Moorcroft powder blue vase, height 8 cm

Walter Moorcroft pottery pansy decorated small shallow bowl,…

Moorcroft Pansy Shallow Bowl, Signed

Walter Moorcroft pottery pansy decorated small shallow bowl, signed to base

Walter Moorcroft candlestick decorated with finch and fruit,…

Moorcroft Finch and Fruit Candlestick

Walter Moorcroft candlestick decorated with finch and fruit, signed to base, height 20.5 cm

Walter Moorcroft pottery vase decorated with flowers, signed to…

Signed Moorcroft Vase with Floral Decoration

Walter Moorcroft pottery vase decorated with flowers, signed to base

Good Walter Moorcroft 'Spiraxia' vase limited edition 36/300,…

Limited Edition Walter Moorcroft Spiraxia Vase by Emma Bosson

Good Walter Moorcroft 'Spiraxia' vase limited edition 36/300, marked to base with initials EB, Emma Bosson, height 29 cm approx.

A Walter Moorcroft anemone vase squat baluster form, the…

Moorcroft Anemone Vase on Cobalt Ground

A Walter Moorcroft anemone vase squat baluster form, the coloured florals on cobalt blue ground. Impressed mark and painted initials in blue, height 12.8 cm.

Walter Moorcroft 'Anemone' bowl impressed stamp to base,…

Moorcroft Anemone Bowl, 11.5 cm Diameter

Walter Moorcroft 'Anemone' bowl impressed stamp to base, diameter 11.5 cm.

Walter Moorcroft pottery vase decorated with anemone flowers…

Signed Moorcroft Anemone Flower Vase, 27.5 cm

Walter Moorcroft pottery vase decorated with anemone flowers signed to the base, 27.5 cm high

Walter Moorcroft pottery plate decorated with hibiscus flowers…

Signed Moorcroft Hibiscus Plate, 25 cm

Walter Moorcroft pottery plate decorated with hibiscus flowers signed to reverse, 25 cm in diameter

Walter Moorcroft 'Orchid' bowl marked to base, diameter 21 cm

Walter Moorcroft Orchid Bowl (21cm)

Walter Moorcroft 'Orchid' bowl marked to base, diameter 21 cm

Walter Moorcroft 'Orchid' jug marked to base, height 16.5 cm

Walter Moorcroft Orchid Jug - 16.5cm

Walter Moorcroft 'Orchid' jug marked to base, height 16.5 cm

Walter Moorcroft 'Leaf and Berry' posy vase marked to base,…

Moorcroft Leaf and Berry Posy Vase

Walter Moorcroft 'Leaf and Berry' posy vase marked to base, height 8 cm

Walter Moorcroft 'Anemone' vase (Royal Warrant Label), 10.5 cm

Royal Warrant Anemone Vase, 10.5 cm

Walter Moorcroft 'Anemone' vase (Royal Warrant Label), 10.5 cm

Footed bowl late 20th century, Moorcroft Magnolia pattern,…

Moorcroft Magnolia Footed Bowl, Walter Moorcroft Signature

Footed bowl late 20th century, Moorcroft Magnolia pattern, impressed base stamp Moorcroft, made in England painted green signature for Walter Moorcroft, 9.5 x 20.5 cm

Walter Moorcroft 'Anemone' vase marked to base, height 14 cm.

Moorcroft Anemone Vase - 14cm

Walter Moorcroft 'Anemone' vase marked to base, height 14 cm.

A Walter Moorcroft 'Pomegranate' vase, shouldered shape, green…

Walter Moorcroft Pomegranate Vase - 20.5 cm

A Walter Moorcroft 'Pomegranate' vase, shouldered shape, green signature and impressed marks, height 20.5 cm.

A Walter Moorcroft 'Pomegranate' vase, of baluster form, the…

Moorcroft Pomegranate Vase

A Walter Moorcroft 'Pomegranate' vase, of baluster form, the blue ground decorated with repeating pomegranate and berry motifs. Impressed factory mark and signature to base. 15 cm high, 11.5 cm wide

A Walter Moorcroft 'Leaf and Berries' vase, of baluster form,…

Moorcroft Leaf & Berries Vase

A Walter Moorcroft 'Leaf and Berries' vase, of baluster form, decorated with leaves and berries on a green ground with impressed facsimile signature and 'Potter to H.M. The Queen, made in England' stamped to base. 22 cm high