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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A Black Ryden (Moorcroft associate) 'Icarus' two handled vase,…

Black Ryden 'Icarus' Vase by Kerry Goodwin (2002)

A Black Ryden (Moorcroft associate) 'Icarus' two handled vase, designed by Kerry Goodwin, c.2002

A Black Ryden (Moorcroft associate) 'Summer's End' limited…

Limited Edition Black Ryden Vase by Kerry Goodwin

A Black Ryden (Moorcroft associate) 'Summer's End' limited edition vase, designed by Kerry Goodwin, numbered 69/100, signed by Kerry Goodwin

A Moorcroft two handled vase, Sweet Amaryllis pattern, designed…

Moorcroft Sweet Amaryllis Vase by Kerry Goodwin (2010)

A Moorcroft two handled vase, Sweet Amaryllis pattern, designed by Kerry Goodwin, c.2010,

A Moorcroft covered box, Daisy May pattern, designed by Kerry…

Moorcroft Daisy May Covered Box by Kerry Goodwin

A Moorcroft covered box, Daisy May pattern, designed by Kerry Goodwin, c.2008,

A Moorcroft 'Fit for a Queen' vase, designer Kerry Goodwin…

Moorcroft 'Fit for a Queen' Vase

A Moorcroft 'Fit for a Queen' vase, designer Kerry Goodwin (2010) signed by the artist and numbered 124. Shape 92/6, height 16 cm. Historic retail $NZ763

A Moorcroft small shallow 'Fallow Deer' bowl, designer Kerry…

Limited Edition Moorcroft Fallow Deer Bowl by Kerry Goodwin

A Moorcroft small shallow 'Fallow Deer' bowl, designer Kerry Goodwin (2005) limited edition, numbered 150 of 150, diameter 11.5 cm. Not in original box.

A Moorcroft 'Mississippi Magnolia' vase, designer Kerry Goodwin…

Limited Edition Moorcroft Mississippi Magnolia Vase by Kerry Goodwin

A Moorcroft 'Mississippi Magnolia' vase, designer Kerry Goodwin (2009) limited edition 41/200, signed by the artist Four Star Collectors Club, shape 158/6, height 16 cm. Historical retail $NZ1032.

A Moorcroft 'Seal of Wisdom vase, designer Kerry Goodwin (2008)…

Signed Moorcroft Seal of Wisdom Vase by Kerry Goodwin

A Moorcroft 'Seal of Wisdom vase, designer Kerry Goodwin (2008) signed by the artist and Vicki Lovatt, numbered 38, height 21 cm

A Moorcroft vase, 'Mediterranean Peaches' pattern, designer…

Moorcroft 'Mediterranean Peaches' Vase by Kerry Goodwin

A Moorcroft vase, 'Mediterranean Peaches' pattern, designer Kerry Goodwin (2004), ovoid shape M1/6, height 16 cm. Historic retail $NZ847.

A large Moorcroft vase, Brindley's Canal pattern, designer…

Limited Edition Moorcroft Vase, Brindley's Canal Pattern by K. Goodwin

A large Moorcroft vase, Brindley's Canal pattern, designer Kerry Goodwin, (2010) ovoid shape 117/9, height 24 cm. Edition 17 of 100, signed K Goodwin. Historic retail $NZ3040

A Moorcroft two handled cup and cover, Frog March pattern,…

Limited Edition Moorcroft Frog March Cup and Cover

A Moorcroft two handled cup and cover, Frog March pattern, designer Kerry Goodwin (2010), limited edition 74/75, the bowl with loop handles and fitted cover, raised on a tall stem from a circular spreading foot, shape 25/10. Signed by the designer, and…

A small Moorcroft vase, Where Shepherds Watch pattern, designer…

Moorcroft Shepherds Watch Vase by Kerry Goodwin (2007)

A small Moorcroft vase, Where Shepherds Watch pattern, designer Kerry Goodwin (2007), ovoid shape 35/3, height 10 cm. Historic retail $NZ815

A Moorcroft candlestick, The Dames' Pansy pattern, designer…

Moorcroft Pansy Candlestick by Kerry Goodwin

A Moorcroft candlestick, The Dames' Pansy pattern, designer Kerry Goodwin, shape 850/9, signed by V.Lovatt, height 19 cm.

A Moorcroft candlestick, The Dames' Pansy pattern, designer…

Moorcroft Pansy Candlestick, Kerry Goodwin Design

A Moorcroft candlestick, The Dames' Pansy pattern, designer Kerry Goodwin, shape 850/9, signed by V.Lovatt, height 19 cm.

Moorcroft vase 14 cm high, signed 'K. Goodwin' to base, circa…

Moorcroft Vase by K. Goodwin, 2018

Moorcroft vase 14 cm high, signed 'K. Goodwin' to base, circa 2018, boxed

Moorcroft vase 16 cm high, signed 'K. Goodwin' to base, circa…

Signed Moorcroft Vase by K. Goodwin, 2007

Moorcroft vase 16 cm high, signed 'K. Goodwin' to base, circa 2007

A Moorcroft World War I 'Lest We Forget' commemorative vase,…

Moorcroft WWI Commemorative Vase with Somme Landscape and Poppies

A Moorcroft World War I 'Lest We Forget' commemorative vase, designed by Kerry Goodwin tubelined decoration of a Somme landscape with red poppies and ethereal figures as the clouds. Signed by Goodwin, dated 2013, impressed factory marks, height 24.5 cm.

A large modern Moorcroft vase, Dasara pattern, designed by…

Moorcroft Dasara Vase by Kerry Goodwin (2004)

A large modern Moorcroft vase, Dasara pattern, designed by Kerry Goodwin, 34/200, 2004, impressed marks and stamps to base, with original box. 38 cm.

Moorcroft vase Moorcroft vase 'Magpie Pattern' by Kerry Goodwin.…

Magpie Moorcroft Vase by Kerry Goodwin, 2010, 22.5cm

Moorcroft vase Moorcroft vase 'Magpie Pattern' by Kerry Goodwin. Circa 2010, height 22.5 cm. With box.

Moorcroft boxed circa 2012 elongated specimen vase Australian…

Moorcroft Orchid Specimen Vase, Signed

Moorcroft boxed circa 2012 elongated specimen vase Australian Orchid pattern signed K Goodwin 233 32 cm

Modern Moorcroft squat circular vase Woodstock pattern, signed…

Limited Edition Moorcroft Woodstock Vase by K. Goodwin

Modern Moorcroft squat circular vase Woodstock pattern, signed K Goodwin limited edition 224/300 2002, 14 cm height

Moorcroft boxed c.2001 ewer vase Sonata pattern signed K.…

Limited Edition Moorcroft Ewer Vase, Sonata Pattern, Signed

Moorcroft boxed c.2001 ewer vase Sonata pattern signed K. Goodwin limited edition 299/400 24 cm

Moorcroft boxed c.2005 elongated ovoid vase the Gardeners…

Limited Edition Moorcroft Gardeners Vase by Kerri Goodwin

Moorcroft boxed c.2005 elongated ovoid vase the Gardeners pattern signed Kerri Goodwin limited edition 61/200 37 cm

Moorcroft, a pair of 'Trial' Australian Orchid vases, 2012,…

'Trial' Australian Orchid Vases by Kerry Goodwin

Moorcroft, a pair of 'Trial' Australian Orchid vases, 2012, designed by Kerry Goodwin, impressed and inscribed Moorcroft, made in England, Trial, 4-3-13, Spw & Pm, 31.5 cm high

Moorcroft, 'Kangaroo Paw' vase, 2009, designed by Kerry Goodwin,…

"Kangaroo Paw" Moorcroft Vase by Kerry Goodwin

Moorcroft, 'Kangaroo Paw' vase, 2009, designed by Kerry Goodwin, impressed and inscribed, Moorcroft made in England Stoke on Trent, K.Goodwin, 66, 38 cm

Moorcroft, 'Black Bean' vase, 2007, designed by Kerry Goodwin,…

Moorcroft Black Bean Vase by Kerry Goodwin

Moorcroft, 'Black Bean' vase, 2007, designed by Kerry Goodwin, impressed and inscribed, Moorcroft, England, 2007, Kg, 20.5 cm high

Moorcroft, Hardy Brothers commemorative vase, 2013, limited…

Hardy Brothers Commemorative Moorcroft Vase by Kerry Goodwin

Moorcroft, Hardy Brothers commemorative vase, 2013, limited edition 25/50, designed by Kerry Goodwin, impressed and inscribed: Moorcroft, Made in Stoke on Trent, England, Gj, R, further stamped Kg & 'Made for Hardy Brothers', 2013 and signed K Goodwin, 21…

Moorcroft, Bird and Berry vase, 2012, Limited Edition 20/30,…

Limited Edition Moorcroft Bird and Berry Vase by Kerry Goodwin

Moorcroft, Bird and Berry vase, 2012, Limited Edition 20/30, designed by Kerry Goodwin, impressed and inscribed, Moorcroft, made in England, Stoke on Trent, 20/30, K. Goodwin, 20012, 53 cm high

Moorcroft 'Glendair Carp' vase by Kerry Goodwin of bottle form,…

Legacy Moorcroft Carp Vase by Kerry Goodwin

Moorcroft 'Glendair Carp' vase by Kerry Goodwin of bottle form, from the Legacy collection, in the manner of the early Florian carp pattern, limited edition numbered 72, dated 2012, impressed centenary backstamp. Condition: good, minor wear to the base.…

A Moorcroft Pottery rainbow Lorikeet vase, c.2008, by Kerry…

Moorcroft Rainbow Lorikeet Vase by Kerry Goodwin

A Moorcroft Pottery rainbow Lorikeet vase, c.2008, by Kerry Goodwin. Signed with impressed and painted factory marks. Height 26.4 cm

Moorcroft dragonfly vase. Floral design, 2007. Designer…

Dragonfly Moorcroft Vase, 2007

Moorcroft dragonfly vase. Floral design, 2007. Designer possibly Kerry Goodwin. Height 18 cm

Moorcroft peaches vase. Designed by Kerry Goodwin for the…

Moorcroft Peaches Vase by Kerry Goodwin

Moorcroft peaches vase. Designed by Kerry Goodwin for the Mediterranean Collection Collaborative. Height 15 cm

A Moorcroft 'Stairs to the stars' pottery vase, c.2011,…

Moorcroft Circles of Life Vase by Kerry Goodwin

A Moorcroft 'Stairs to the stars' pottery vase, c.2011, designed by Kerry Goodwin, signed from the Circles of life collection numbered edition #48. Height 24 cm