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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Two Moorcroft 'Wisteria' and 'Serviceberry' vases, comprising a…

Moorcroft 'Wisteria' and 'Serviceberry' Vases in Original Boxes

Two Moorcroft 'Wisteria' and 'Serviceberry' vases, comprising a 72/6 'Wisteria' vase (Des. Philip Gibson, 1998), numbered 1066 and with M.C.C. Hand painted initials, and a 102/5 shape 'Serviceberry' vase (Des. Nicola Slaney, 1999), signed 'N Slaney' and…

A Moorcroft 'Albany' vase, Des. Nicola Slaney, 2000 the 32/5…

Moorcroft 'Albany' Vase, Des. Nicola Slaney, 2000, Boxed

A Moorcroft 'Albany' vase, Des. Nicola Slaney, 2000 the 32/5 shape 'Albany' vase, a design based on the Australian pincushion flower, only produced in 2001, with impressed Moorcroft stamp, painted marks and other ciphers, in its original box. Height 11 cm

Two Moorcroft Australian themed 'Scarlet Robin' and 'Illyarrie'…

Moorcroft Australian 'Scarlet Robin' and 'Illyarrie' Vases in Boxes

Two Moorcroft Australian themed 'Scarlet Robin' and 'Illyarrie' vases, comprising a 3/5? shape 'Scarlet Robin' vase (Des. Nicola Slaney, 2012) from the 'Tribute to Terra Australis Collection', numbered 137, together with a 402/4 shape 'Illyarrie' vase…

Moorcroft Pottery, 'Scarlet Robin' vase by Nicola Slaney,…

Moorcroft Pottery, 'Scarlet Robin' vase by Nicola Slaney, tribute to Terra Australis, numbered edition 2012, original box, 14 cm

A Moorcroft 'Puffins' pattern vase, designed by Carole Lovatt,…

A Moorcroft 'Puffins' pattern vase, designed by Carole Lovatt, circa 1997, the 8/6 shape ovoid vase with tube line decoration of adorable Scottish Staffa puffins playing on the shore, with impressed Moorcroft stamp and other ciphers, signed 'Emma Bossons'…

A Moorcroft 'Shooting Star' pattern vase, designed by Nicola…

A Moorcroft 'Shooting Star' pattern vase, designed by Nicola Slaney, c2000, the 402/4 shape vase created exclusively for the inaugural Christmas open Weekend in 2000, with only 55 pieces made, decorated with tube-lined primula dodecatheon or shooting…

A pair of Anna Lily Moorcroft lamps by Nicola Slaney, height 61…

Nicola Slaney's Anna Lily Moorcroft Lamps: 61 cm Height

A pair of Anna Lily Moorcroft lamps by Nicola Slaney, height 61 cm

Moorcroft Pottery vase, 'Night Rose' pattern by Nicola Slaney…

Maroon Night Rose Vase by Nicola Slaney

Moorcroft Pottery vase, 'Night Rose' pattern by Nicola Slaney decorated with maroon flowers against black ground, signed to base, height 15.8 cm

A Moorcroft 'Balloons' vase, the 'Balloons' pattern vase in…

Colorful Moorcroft 'Balloons' Vase

A Moorcroft 'Balloons' vase, the 'Balloons' pattern vase in shape 102/7, designed by Jeanne McDougall and dated 1998, decorated with colourful hot air balloons, stamped Mds to the underside for Moorcroft designer studio, further signed in gold pencil by…

Four Moorcroft small vases, comprising a 'Fruit Garden' vase…

Moorcroft Small Vases Set of Four

Four Moorcroft small vases, comprising a 'Fruit Garden' vase (des. Nicola Slaney, 1999) with tube line decoration of strawberries and insects, an 'Indigo' pattern vase (des. Emma Bossons, c1997), a 'Trout' vase (des. Philip Gibson, c1988), and a 'Gypsy'…

Five Moorcroft pin trays, the five pin trays or dishes in…

Moorcroft Pin Tray Collection

Five Moorcroft pin trays, the five pin trays or dishes in different patterns including 'Trillium' (Nicola Slaney), 'Rose' (Sally Tuffin), 'Tembusu' (Sian Leeper), 'Gypsy' (Rachel Bishop) and 'Fruit Garden' (Nicola Slaney), each with impressed Moorcroft…

A Moorcroft Trial 'Two by Two' pattern limited edition vase,…

Limited edition Moorcroft vase featuring 'Two by Two' animals

A Moorcroft Trial 'Two by Two' pattern limited edition vase, designed and signed by Nicola Slaney, the pre-production 'Trial' vase, dated 30.9.13, in shape RM2/6, limited edition of 100, depicting paired animals as they prepare to disembark from Noah's…

A limited edition Moorcroft for Liberty 'Hawthorne' pattern…

Limited Edition Moorcroft Liberty Vase 'Hawthorne' Pattern

A limited edition Moorcroft for Liberty 'Hawthorne' pattern vase, designed by Nicola Slaney c1990s, the Liberty exclusive vase, tube-line decorated in the 'Hawthorne' pattern, dated 98 and numbered 350/400, with impressed Moorcroft stamp and other cyphers…

A Moorcroft 'Fruit Garden' pattern vase, the medium-size high…

Moorcroft Fruit Garden Vase

A Moorcroft 'Fruit Garden' pattern vase, the medium-size high shoulder baluster vase (des. Nicola Slaney, 1999), with impressed Moorcroft stamp and other ciphers, in its original box. Height 16 cm

A Moorcroft 2001 Year plate, designed by Nicola Slaney, limited…

Limited Edition Moorcroft 2001 Year Plate by Nicola Slaney

A Moorcroft 2001 Year plate, designed by Nicola Slaney, limited edition 634/750

A Moorcroft Freedom Fields lamp base, designed by Nicola Slaney,…

Moorcroft Freedom Fields Lamp Base by Slaney and Lovatt

A Moorcroft Freedom Fields lamp base, designed by Nicola Slaney, signed by Vicki Lovatt

A Moorcroft year plate 2000, Birth of Light, numbered 410/2000,…

Moorcroft Birth of Light Plate 2000

A Moorcroft year plate 2000, Birth of Light, numbered 410/2000, signed by Emma Bossons and Nicola Slaney

A Moorcroft year plate 2000, Birth of Light, numbered 421/2000,…

Moorcroft Birth of Light Plate 2000

A Moorcroft year plate 2000, Birth of Light, numbered 421/2000, signed by Emma Bossons and Nicola Slaney

A Moorcroft year plate 2000, Birth of Light, numbered 408/2000,…

Moorcroft Birth of Light Plate

A Moorcroft year plate 2000, Birth of Light, numbered 408/2000, signed by Emma Bossons and Nicola Slaney

A Moorcroft year plate 2000, Birth of Light, numbered 396/2000,…

Moorcroft Birth of Light Plate (2000)

A Moorcroft year plate 2000, Birth of Light, numbered 396/2000, signed by Emma Bossons and Nicola Slaney

A Moorcroft two handled vase, designed by Nicola Slaney, c.2008,

Nicola Slaney Moorcroft Vase, 2008

A Moorcroft two handled vase, designed by Nicola Slaney, c.2008,

A Moorcroft jug, Duet pattern, designed by Nicola Slaney, c.2004

Moorcroft Duet Jug by Nicola Slaney (8 words)

A Moorcroft jug, Duet pattern, designed by Nicola Slaney, c.2004

A Moorcroft vase, Night Rose pattern, designed by Nicola Slaney,…

Moorcroft Night Rose Vase by Nicola Slaney (9 words)

A Moorcroft vase, Night Rose pattern, designed by Nicola Slaney, c.2009

A limited edition Moorcroft 'Vale de Luna' vase, designed by…

Limited Edition Moorcroft Vale de Luna Vase by N. Slaney

A limited edition Moorcroft 'Vale de Luna' vase, designed by Nicola Slaney, 2002Of rounded ovoid form, tube-line decorated, depicting trees within a stylised landscape, glazed in ivory, blue and green tones; with impressed Moorcroft stamp, painted marks…

A Moorcroft small 'Anemone' pattern tray, designer Nicola…

Moorcroft Anemone Tray by Nicola Slaney

A Moorcroft small 'Anemone' pattern tray, designer Nicola Slaney (2003), Ref 780/4, Dia.12 cm. Historic retail $NZ290

A Moorcroft 'Minuet' pattern rectangular tray, designer Nicola…

Moorcroft Minuet Tray by Nicola Slaney

A Moorcroft 'Minuet' pattern rectangular tray, designer Nicola Slaney (2004), length 20 cm. Historic retail $NZ540

A Moorcroft small 'Candlelight' pattern tray, designer Nicola…

Moorcroft Candlelight Tray by Nicola Slaney

A Moorcroft small 'Candlelight' pattern tray, designer Nicola Slaney (2005), Ref 780/4, Dia.12 cm. Historic retail $NZ236

A Moorcroft small 'Minuet' pattern tray, designer Nicola Slaney…

Moorcroft Minuet Tray by Nicola Slaney

A Moorcroft small 'Minuet' pattern tray, designer Nicola Slaney (2004), Ref 780/4, Dia.12 cm. Historic retail $NZ488

A Moorcroft 'Anthea' vase, designer Nicola Slaney (2008), Shape…

Moorcroft Anthea Vase by Nicola Slaney

A Moorcroft 'Anthea' vase, designer Nicola Slaney (2008), Shape 75/8, height 21.5 cm. For the Moorcroft Collectors Club 2009, numbered 349, signed by the designer. Historic retail $NZ780.

A Moorcroft Blackwell designer Nicola Slaney (2008), height 15.…

Moorcroft Blackwell Designer Vase by Nicola Slaney

A Moorcroft Blackwell designer Nicola Slaney (2008), height 15.5 cm. Retail $NZ1385.

A Moorcroft vase, Anna Lily pattern, designer Nicola Slaney,…

Moorcroft Anna Lily Vase, 2001 Design, $785 Retail

A Moorcroft vase, Anna Lily pattern, designer Nicola Slaney, introduced in 2001, shape 914/4 squat circular, height 10.5 cm. Historic retail $NZ785

A Moorcroft vase, Duet pattern, designed by Nicola Slaney,…

Moorcroft Duet Vase by Nicola Slaney

A Moorcroft vase, Duet pattern, designed by Nicola Slaney, shape 81/10, height 26 cm, ovoid with trumpet mouth. Historic retail $NZ1070.

A Moorcroft vase, Anna Lily pattern, designer Nicola Slaney,…

Moorcroft Anna Lily Vase, Nicola Slaney Design, 2001

A Moorcroft vase, Anna Lily pattern, designer Nicola Slaney, introduced in 2001, shape 32/5 squat circular, height 10 cm. Historic retail $NZ630

Moorcroft vase 11 cm high, signed 'N. Slaney' to base, circa…

Signed Moorcroft Vase with Box, 2011

Moorcroft vase 11 cm high, signed 'N. Slaney' to base, circa 2011, boxed

Moorcroft 'White Ladies' vase by Nicola Slaney, 2005. Signed…

Moorcroft White Ladies Vase by Nicola Slaney

Moorcroft 'White Ladies' vase by Nicola Slaney, 2005. Signed and numbered 43, height 46 cm

Moorcroft Kiribati pattern vase designed by Nicola Slaney, with…

Moorcroft Kiribati Vase by Nicola Slaney with Box

Moorcroft Kiribati pattern vase designed by Nicola Slaney, with Moorcroft made in England and other marks to base, 21 cm high, a Moorcroft cardboard box is included

Moorcroft Fruit Garden pattern jug designed by Nicola Slaney,…

Moorcroft Fruit Garden Jug by Nicola Slaney

Moorcroft Fruit Garden pattern jug designed by Nicola Slaney, with Moorcroft made in England and other marks to base, 14.3 cm high

A Moorcroft Pottery Anna Lilly pattern lamp and shade designed…

Moorcroft Lily Lamp by Nicola Slaney

A Moorcroft Pottery Anna Lilly pattern lamp and shade designed by Nicola Slaney decorated with lillies. Height 53.5 cm (with shade); 29.5 cm approx.. (vase only)

Two Moorcroft Pottery vases, 'Sunflower' designed by Rachael…

Moorcroft Sunflower & Favrile Dragonfly Vases

Two Moorcroft Pottery vases, 'Sunflower' designed by Rachael Bishop, of bulbous form with moulded flower, 1994, and 'Favrile Dragonfly' designed by Nicola Slaney, of baluster form, 2000, both with green impressed marks to base. Height 21 cm, 15 cm.

Moorcroft boxed circa 2004 ginger jar and cover owl and…

Limited Edition Moorcroft Ginger Jar with Owl and Pussycat Pattern

Moorcroft boxed circa 2004 ginger jar and cover owl and Pussycat pattern signed Nicola Slaney limited edition 37/250

Moorcroft 'Fruit Garden' design vase by N. Slaney, height 16 cm

Moorcroft Fruit Garden Vase by N. Slaney (16cm)

Moorcroft 'Fruit Garden' design vase by N. Slaney, height 16 cm

A monumental Moorcroft limited edition Jerusalem pattern vase,…

Limited Edition Moorcroft Jerusalem Pattern Vase

A monumental Moorcroft limited edition Jerusalem pattern vase, designed by Nicola Slaney, 2000, decorated with three panels showing the Wailing Wall, the Dome of the Rock and the Church of the Holy Sepulchre, Impressed factory marks, edition 1/50, 65 cm…

A Moorcroft 'Soli Fleur' vase, for 'Moorcroft Collector club,…

Moorcroft Soli Fleur Vase by Nicola Slaney (2007)

A Moorcroft 'Soli Fleur' vase, for 'Moorcroft Collector club, 2007', signed Nicola Slaney, model from 2006. (boxed). Height 21 cm.

Nicola Slaney for Moorcroft, large vase, 2005, 'White Ladies'…

Art Deco Moorcroft Vase with White Ladies Pattern

Nicola Slaney for Moorcroft, large vase, 2005, 'White Ladies' pattern, of trumpet form, in the Art Deco taste, decorated with ladies and stylised flowers against a black ground, signed 'N. Slaney' and dated '2005', impressed 'Moorcroft, Made in…

A Moorcroft Albany design squat ovid vase. Designed by Nicola…

Moorcroft Albany Squat Vase by Nicola Slaney

A Moorcroft Albany design squat ovid vase. Designed by Nicola Slaney. 17 cm high

A Moorcroft Albany design ginger jar. Designed by Nicola Slaney.…

Moorcroft Albany Ginger Jar by Nicola Slaney

A Moorcroft Albany design ginger jar. Designed by Nicola Slaney. 17 cm high

A Moorcroft ashwood hellebore design vase designed by Nicola…

Moorcroft Hellebore Vase by Nicola Slaney

A Moorcroft ashwood hellebore design vase designed by Nicola Slaney. 29 cm high

A Moorcroft vase Albany. Pattern designed by Nicola Slaney. 15.…

A Moorcroft vase Albany. Pattern designed by Nicola Slaney. 15.5 cm high

A Moorcroft vase, 2007, a baluster shaped vase in 'Persephone'…

Moorcroft Persephone Vase, 2007

A Moorcroft vase, 2007, a baluster shaped vase in 'Persephone' by Nicola Slaney and released for Moorcroft collectors' club members, painted and impressed marks underside. Height 21 cm

A Moorcroft 'Trillium' ginger jar, c.2000, designed by Nicola…

Nicola Slaney's Trillium Ginger Jar

A Moorcroft 'Trillium' ginger jar, c.2000, designed by Nicola Slaney. Height 15 cm

A Moorcroft 'Comfrey' pottery vase, c.2011, designed by Nicola…

Limited Edition Moorcroft 'Comfrey' Pottery Vase by Nicola Slaney

A Moorcroft 'Comfrey' pottery vase, c.2011, designed by Nicola Slaney, signed limited edition 19/75. Height 24 cm

A Moorcroft fruit garden vase, Designer Nicola Slaney, of…

Blackberry Moorcroft Vase by Nicola Slaney

A Moorcroft fruit garden vase, Designer Nicola Slaney, of bulbous form with raised decoration blackberries and foliage. 9 cm high