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...On the death of William Moorcroft in 1945, his elder son, Walter, took over management and design and he continued in this position until his retirement in 1987, after which he continued contributing to Moorcroft designs.
During the tenure of Walter Moorcroft, the Liberty store's interest in Moorcroft was purchased by Moorcroft in 1962.
In the 1980s Moorcroft got into financial difficulties as a result of rising wages and fuel, which were exacerbated by the labour intensive techniques employed by Moorcroft and the company went through several changes in ownership with the result that from 1993 the company was controlled by the Edwards family, which is still the case.
The young 24 year old designer Rachel Bishop joined Moorcroft in 1993, as only its fourth designer in almost a hundred years and her designs become immediately popular. In 1997 the Moorcroft Design Studio was formed with eight designers, and with Rachel Bishop as head designer.
Moorcroft celebrated its centenary in 1997, marking the year that William Moorcroft joined MacIntyre as its founding date, rather than the year the company was founded.
Moorcroft is still producing art pottery in its own distinctive design style, and with astute promotion and limited edition designs including Australian flora and flora, is selling more than it did in the mid-1920’s, its previous heyday.
Learn about Rachel Bishop
When Rachel Bishop joined Moorcroft in 1993, she was only the fourth Moorcroft designer in 100 years. She followed the founder of the firm, William Moorcroft 1913-1945, his son William from 1945 to the 1980s, and Sally Tuffin to 1992. In the 1970's the prosperity of the company continued to decline and the low point was reached in the mid 1980's at which time the company had only 16 employees remaining. The revival began when Moorcroft was purchased by Richard Dennis (the husband of Sally Tuffin) and Hugh Edwards. Richard Dennis and Sally Tuffin left the company in 1993, leaving the Edwards family in ownership. The design vacuum was filled by Rachel Bishop, and although only 24 years old when she joined, she was soon to see sales of her William Morris inspired designs flourish and with it the company continued its revival, its' employees now numbering several hundred. Her success was rewarded with the creation of the Moorcroft Design Studio in 1997, comprising eight designers with Rachel Bishop as the head designer.
A Moorcroft pottery 'Verley' vase, 1997, by Rachael Bishop. One of 4 designs in the 'New Forest' series depicting the new forest bluebells drenched in moonlight, with makers stamps to base. Height 30.8 cm
A rare Moorcroft 'Dream of a Dove' pottery vase, c.2002, designed by Rachael Bishop. Note: Only a 155 of these vases were produced and available to Moorcroft 'Locked Room' Collectors Club members only. Height 20 cm
A pair of squat ovoid vases with cylindrical necks, decorated in the Sweet Briar design impressed Moorcroft made in England, 1988 and 1999 year marks, painters mark and tubeliners mark, signed Wm in brown and copyright 1997, designed by Rachel Bishop, 22 c
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