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 small Moorcroft Pansy bowl, D. 9 cm

Moorcroft Pansy Bowl - Petite Beauty

A small Moorcroft Pansy bowl, D. 9 cm

Moorcroft small dish, Pansy pattern

Moorcroft Pansy Dish

Moorcroft small dish, Pansy pattern

A William Moorcroft Pansy baluster vase, dark cobalt blue…

Moorcroft Pansy Vase, Cobalt Blue Ground, 14.5 cm Height

A William Moorcroft Pansy baluster vase, dark cobalt blue ground. Impressed marks and green painted signature. Small rim chip. Height 14.5 cm

Moorcroft pansy design pin dish

Moorcroft Pansy Pin Dish

Moorcroft pansy design pin dish

Walter Moorcroft pottery pansy decorated small shallow bowl,…

Moorcroft Pansy Shallow Bowl, Signed

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

A small William Moorcroft 'Pansy' vase, squat ovoid form,…

Small Moorcroft 'Pansy' Vase, Impressed Mark, Ovoid Form

A small William Moorcroft 'Pansy' vase, squat ovoid form, impressed mark to base. 8 cm x 6.5 cm.

Moorcroft Pansy pattern lidded jug, of rounded form with loop…

Moorcroft Pansy Lidded Jug

Moorcroft Pansy pattern lidded jug, of rounded form with loop handle and short spout, decorated with a pansy to each side, in tones of maroon, green and yellow on a cobalt ground, height 17 cm

A Moorcroft 'Pansy' pin dish, cira mid-1990s, polychrome panies…

Moorcroft Pansy Pin Dish by Rachel Bishop

A Moorcroft 'Pansy' pin dish, cira mid-1990s, polychrome panies on a burgundy background,designed by Rachel Bishop, diameter 20 cm

Moorcroft pomegranate pattern vase, together with a Pansy…

Moorcroft Pomegranate and Pansy Vases

Moorcroft pomegranate pattern vase, together with a Pansy pattern vase

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.

Small Moorcroft Pottery Pansy design vase. Impressed factory…

Small Moorcroft Pottery Pansy design vase. Impressed factory marks to base. Height 6.5 cm

2 Moorcroft miniature vases. Includes a pansy design vase, with…

Moorcroft Miniature Vases - Pansy and Anenome Designs

2 Moorcroft miniature vases. Includes a pansy design vase, with impressed Cobridge factory mark to base, c.1920 height 9 cm; and anenome design baluster vase, with printed factory mark to base height 5.5 cm.

A small Moorcroft pansy bowl 10 cm

Moorcroft Pansy Bowl - Petite and Delicate

A small Moorcroft pansy bowl 10 cm

Moorcroft teacup, saucer and plate, pansy pattern

Moorcroft Pansy Tea Set

Moorcroft teacup, saucer and plate, pansy pattern

Moorcroft 'Pansy' vase impressed marks to base, height 10.5 cm

Moorcroft Pansy Vase - 10.5 cm

Moorcroft 'Pansy' vase impressed marks to base, height 10.5 cm

A small William Moorcroft Pansy pattern vase, ovoid shape,…

William Moorcroft Pansy Vase, 1928-49

A small William Moorcroft Pansy pattern vase, ovoid shape, impressed marks and facsimile signature, circa 1928-49. Height 8 cm

A Moorcroft Pansy vase and a small anemone pin dish, 1918-1929…

Moorcroft Pansy Vase and Anemone Pin Dish

A Moorcroft Pansy vase and a small anemone pin dish, 1918-1929 period, and 1996, latter as found, the baluster vase decorated in rich deep hues with tubelining and a deep, border of pansies and foliage upon an inky ground, impressed marks and facsimile…

A William Moorcroft vase, squat ovoid form in the pansy pattern,…

Moorcroft Pansy Vase, 9 cm

A William Moorcroft vase, squat ovoid form in the pansy pattern, impressed mark and signature to base. Height 9 cm.

Moorcroft Pansy Pottery vase, with slightly raised neck, above…

Moorcroft Pansy Pottery Vase - Floral Cobalt Decoration

Moorcroft Pansy Pottery vase, with slightly raised neck, above tapering ovoid body, decorated with band of flowers, in tones of coral, red, purple, yellow and green on a cobalt ground,a/f, height 20 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

A William Moorcroft small Pansy vase, signed to base 'W.…

William Moorcroft Pansy Vase, Signed and Impressed

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

Moorcroft pansy squat vase with signature to base and paper…

Moorcroft Pansy Squat Vase with Signature and Label

Moorcroft pansy squat vase with signature to base and paper label, 7 cm high

Moorcroft 'Pansy' posy vase, height 9.5 cm

Moorcroft Pansy Posy Vase (9.5cm)

Moorcroft 'Pansy' posy vase, height 9.5 cm

Moorcroft Pottery Pansy design bottle vase. Initialled 'W.M.'…

Moorcroft Pottery Pansy design bottle vase. Initialled 'W.M.' and impressed factory marks to base. Height 15.5 cm

A Moorcroft 'Pansy' vase, circa 1918-1929 period, the baluster…

Moorcroft Pansy Vase

A Moorcroft 'Pansy' vase, circa 1918-1929 period, the baluster vase lightly tubelined and decorated with a deep frieze of pansies in plum, purple and maroon colours upon an inky ground, impressed and painted marks underside, height 13 cm

A small William Moorcroft 'Pansy' pattern vase, of ovoid shape.…

William Moorcroft Pansy Vase - 13cm

A small William Moorcroft 'Pansy' pattern vase, of ovoid shape. Height 13 cm

'Pansy', later design Moorcroft vase c.1980s, 13 cm high

Moorcroft 'Pansy' Vase, 1980s Design, 13cm High

'Pansy', later design Moorcroft vase c.1980s, 13 cm high

'Pansies', vase by William Moorcroft c.1930, 9 cm high

William Moorcroft Pansies Vase, 1930

'Pansies', vase by William Moorcroft c.1930, 9 cm high

Moorcroft Pottery blue pansies squat vase, Designed by Walter…

Walter Moorcroft Blue Pansies Squat Vase

Moorcroft Pottery blue pansies squat vase, Designed by Walter Moorcroft, signed to base, 8 cm high Condition: Excellent

Moorcroft Pottery vase, Pansies, designed & signed by Rachel…

Rachel Bishop Pansies Moorcroft Pottery Vase, c2006

Moorcroft Pottery vase, Pansies, designed & signed by Rachel Bishop, c2006, 11 cm high

Moorcroft Pansies Vase on Burgundy Ground signed to base, 11.5…

Moorcroft Pansies Vase on Burgundy Ground

Moorcroft Pansies Vase on Burgundy Ground signed to base, 11.5 cm high

William Moorcroft, Small Vase, c. 1920, Pansy' pattern,…

Moorcroft Pansy Vase

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 Collection, QLD

A William Moorcroft cauldron form vase, in the Pansy pattern,…

Moorcroft Pansy Cauldron Vase with Lug Handles

A William Moorcroft cauldron form vase, in the Pansy pattern, with two pronounced lug handles, impressed marks and painted initials in blue. Height 9 cm.

Moorcroft squat circular vase Pansy pattern, 10 cm high

Moorcroft Pansy Squat Vase, 10cm

Moorcroft squat circular vase Pansy pattern, 10 cm high

William Moorcroft pansy vase 10 cm high approx

Miniature Pansy Vase by William Moorcroft

William Moorcroft pansy vase 10 cm high approx

William Moorcroft inverted baluster vase pansy pattern circa…

1930 Moorcroft Pansy Vase - 18.5cm

William Moorcroft inverted baluster vase pansy pattern circa 1930 18.5 cm height

Moorcroft Pansy bowl 18.5 cm diameter.

Moorcroft Pansy Bowl - 18.5 cm Diameter

Moorcroft Pansy bowl 18.5 cm diameter.

Moorcroft pansy vase, signed to base, 21.5 cm high approx

Signed Moorcroft Pansy Vase, 21.5cm High

Moorcroft pansy vase, signed to base, 21.5 cm high approx

Moorcroft Pansy pattern powder bowl & cover, heavy tube lined…

Moorcroft Pansy Powder Bowl & Cover

Moorcroft Pansy pattern powder bowl & cover, heavy tube lined with original cover, 14 cm dia

Moorcroft Pansy pattern vase, ovoid shape, 13 cm high

Moorcroft Pansy Vase, 13 cm

Moorcroft Pansy pattern vase, ovoid shape, 13 cm high

A William Moorcroft Pansies bowl, c.1918 - 1929 painted green…

William Moorcroft Pansies Bowl, c.1918-1929

A William Moorcroft Pansies bowl, c.1918 - 1929 painted green signature with impressed factory marks. Diameter 13 cm

'Pansy' design vase, William Moorcroft c.1930, 13 cm high

William Moorcroft 'Pansy' Vase, c.1930, 13 cm

'Pansy' design vase, William Moorcroft c.1930, 13 cm high

William Moorcroft compressed baluster posy pot in the pansy…

Moorcroft Pansy Posy Pot, 10 cm

William Moorcroft compressed baluster posy pot in the pansy pattern 10 cm height

Moorcroft Pansy design sugar bowl and cream jug, both signed 'W.…

Moorcroft Pansy Sugar Bowl & Cream Jug by W.M

Moorcroft Pansy design sugar bowl and cream jug, both signed 'W.M.' for William Moorcroft, and impressed Cobridge factory mark to base. Circa 1918-1926. Height 7 cm jug

A William Moorcroft Pansy vase of baluster form with purple and…

Moorcroft Pansy Vase with Purple and Pink Flowers

A William Moorcroft Pansy vase of baluster form with purple and deep pink pansies on a deep blue ground, impressed Moorcroft and initialled WM.

William Moorcroft Pansy pattern tazza, with circular bowl, the…

Moorcroft Pansy Tazza, Signed and Marked

William Moorcroft Pansy pattern tazza, with circular bowl, the interior decorated with central pansy, in tones of red, green and purple on a blue ground, raised on a circular foot, signed and marks to base, height 16 cm

A William Moorcroft 'Pansy' fruit bowl, with silver plate rim,…

Moorcroft Pansy Fruit Bowl with Silver Plate Rim

A William Moorcroft 'Pansy' fruit bowl, with silver plate rim, impressed and painted mark to base. small frit to base. 21.5 cm x 11 cm.

A William Moorcroft vase, inverted baluster form, in the…

Moorcroft Pansy Vase, 16cm Height

A William Moorcroft vase, inverted baluster form, in the 'Pansy' pattern, impressed marks and signature to base. Height 16 cm

A c.1920s Moorcroft Pansy vase, of baluster shape, impressed…

Moorcroft Pansy Vase, c.1920s

A c.1920s Moorcroft Pansy vase, of baluster shape, impressed and painted marks to base. Height 22 cm.

Moorcroft pansy squat baluster vase with initial to base, 8.5…

Moorcroft Pansy Squat Baluster Vase with Initial

Moorcroft pansy squat baluster vase with initial to base, 8.5 cm high

Moorcroft vase, later 'Pansy' design, 13 cm high

Moorcroft Pansy Vase, 13cm

Moorcroft vase, later 'Pansy' design, 13 cm high

A William Moorcroft Pansy vase, c.1918-1929 painted blue…

Moorcroft Pansy Vase, Blue Signature, c.1918-1929

A William Moorcroft Pansy vase, c.1918-1929 painted blue signature with impressed marks. Height 8.8 cm

Small Moorcroft Pansy pattern vase, baluster shape, impressed…

Moorcroft Pansy Baluster Vase, 9cm

Small Moorcroft Pansy pattern vase, baluster shape, impressed marks, 9 cm high

William Moorcroft Pansy vase

Moorcroft Pansy Vase

William Moorcroft Pansy vase

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 squat circular vase rare blue Pansy pattern, 8 cm high

Rare Blue Pansy Moorcroft Squat Vase, 8cm High

Moorcroft squat circular vase rare blue Pansy pattern, 8 cm high

William Moorcroft Pottery vase decorated with pansies c1920

Pansy-adorned Moorcroft vase, 1920s

William Moorcroft Pottery vase decorated with pansies c1920

Early Moorcroft 'Pansy and Orchid' vase, 10.5 cm high Royal…

Early Moorcroft Pansy and Orchid Vase with Royal Warrant Label

Early Moorcroft 'Pansy and Orchid' vase, 10.5 cm high Royal Warrant Label

Moorcroft pansy posy vase, green signature to base, height 16 cm

Green-signed Moorcroft Pansy Vase, 16cm Height

Moorcroft pansy posy vase, green signature to base, height 16 cm

A William Moorcroft early Pansy design vase, the purple red…

Moorcroft Pansy Vase in Cobalt and Purple

A William Moorcroft early Pansy design vase, the purple red pansies on cobalt ground, long narrow tapered neck, compressed body. Impressed marks and painted initials in green. Height 15.5 cm.

Moorcroft Pansy pattern vase with impressed and painted factory…

Moorcroft Pansy Pattern Vase: Impressed & Painted Factory Marks

Moorcroft Pansy pattern vase with impressed and painted factory marks to base, 19 cm high

A Moorcroft Pottery Pansy vase c.1947 - 1953 painted blue…

Blue Signed Moorcroft Pansy Vase, 18cm

A Moorcroft Pottery Pansy vase c.1947 - 1953 painted blue signature with factory marks to base. Height 18 cm

William Moorcroft specimen vase in the pansy pattern 15.5 cm…

Moorcroft Pansy Specimen Vase (15.5cm)

William Moorcroft specimen vase in the pansy pattern 15.5 cm height

A Moorcroft lidded box, Tangerine Pansy pattern, designed by…

Limited Edition Moorcroft Tangerine Pansy Box with Dual Signatures

A Moorcroft lidded box, Tangerine Pansy pattern, designed by Emma Bossons, c.2011, Limited Edition 119/150, signed by the designer twice

1950s Moorcroft posy vase. Pansy decoration on blue ground.…

Moorcroft Pansy Posy Vase

1950s Moorcroft posy vase. Pansy decoration on blue ground. Height 10 cm

Moorcroft boxed circa 2010 baluster vase the Dames Pansy…

Moorcroft Dames Pansy Baluster Vase (2010)

Moorcroft boxed circa 2010 baluster vase the Dames Pansy pattern 19.5 cm

Moorcroft vase, later 'Pansy' design, 13 cm high

Moorcroft Pansy Vase - 13cm

Moorcroft vase, later 'Pansy' design, 13 cm high

A William Moorcroft baluster pottery vase decorated with a…

Moorcroft Pansy Baluster Vase, Dark Blue Ground, 13cm

A William Moorcroft baluster pottery vase decorated with a Pansy pattern on a rich dark blue ground. Impressed marks and green painted signature. Rim repair. Height 13 cm

Moorcroft: a flared cylindrical vase in the Pansy design,…

Moorcroft: a flared cylindrical vase in the Pansy design, painted signature to base and impressed marks. Height 20.5 cm. Provenance: The Estate of the Hon. Dr John Kennedy McLaughlin Am, Sydney

Moorcroft small vase, Pansy pattern, 9 cm height

Moorcroft Pansy Vase - 9cm

Moorcroft small vase, Pansy pattern, 9 cm height

A William Moorcroft lidded ovoid jar in the Pansy pattern, the…

Moorcroft Pansy Jar with Lid

A William Moorcroft lidded ovoid jar in the Pansy pattern, the lid and body with traditional pansy decoration in tones of deep maroon and variable red/brown with green leaves on cobalt blue ground, compressed finial, spreading foot, painted initials in…

A William Moorcroft Pansy pattern vase, decorated with deep…

Moorcroft Pansy Vase, Blue Ground, 13cm Height

A William Moorcroft Pansy pattern vase, decorated with deep toned flowers and foliage on a mottled blue ground. Brushpoint initials and impressed factory marks under the base. Height 13 cm

Moorcroft Pottery vase, beautiful designs of irises and pansy…

Floral Beauty: Moorcroft Pottery Vase with Iris and Pansy

Moorcroft Pottery vase, beautiful designs of irises and pansy with rich variated colour glaze, uncommon dual flower design

A William Moorcroft baluster pansy vase, deep purple and red…

William Moorcroft Pansy Vase on Cobalt Blue Ground

A William Moorcroft baluster pansy vase, deep purple and red coloured flowers with green leaves on a cobalt blue ground, full signature in blue and impressed marks to base. Height 17.2 cm.

Early William Moorcroft pansy vase, green signature to base,…

Green Signed Moorcroft Pansy Vase - 8.5 cm Height

Early William Moorcroft pansy vase, green signature to base, height 8.5 cm approx

A William Moorcroft pansy pattern baluster vase. Impressed mark…

Moorcroft Pansy Baluster Vase 14cm

A William Moorcroft pansy pattern baluster vase. Impressed mark and blue painted signature. Height 14 cm

A William Moorcroft vase, in the Pansy pattern, inverted…

William Moorcroft Pansy Vase, 24cm

A William Moorcroft vase, in the Pansy pattern, inverted baluster form, impressed mark and signature to the base, height 24 cm.

Moorcroft specimen vase, pansy pattern on ovoid body, 16 cm…

Moorcroft Pansy Vase, 16 cm Height

Moorcroft specimen vase, pansy pattern on ovoid body, 16 cm height

Moorcroft Burslem vase, M45, Pansy, 9.5 cm tall

Moorcroft Pansy Vase, M45, 9.5cm

Moorcroft Burslem vase, M45, Pansy, 9.5 cm tall

A William Moorcroft early Pansy design vase, baluster form, the…

Moorcroft Pansy Vase, Blue and White

A William Moorcroft early Pansy design vase, baluster form, the encircling band of decoration with white glaze above and cobalt blue below, full signature in green and impressed marks to the base. Height 19 cm.

A William Moorcroft early 'Pansy' design vase, baluster form,…

Moorcroft Pansy Vase, Blue and White, Signed

A William Moorcroft early 'Pansy' design vase, baluster form, the encircling band of decoration with white glaze above and cobalt blue below, full signature in green and impressed marks to the base. Height 20 cm.

Moorcroft 'Pansy' vase having pink & purple flowers on a cobalt…

Moorcroft Pansy Vase: Cobalt Blue & Floral Beauty

Moorcroft 'Pansy' vase having pink & purple flowers on a cobalt blue ground, marked stamp 'Moorcroft Made in England', height 17 cm

Moorcroft Pottery, 3pcs i.anemone lidded ginger jar, height 10.…

Moorcroft Pottery: Anemone, Pansy, and Pin Dish

Moorcroft Pottery, 3pcs i.anemone lidded ginger jar, height 10.8 cm ii.Pansy vase, height 9.2 cm iii.anemone pin dish diameter 12 cm

A good William Moorcroft pansy pattern baluster vase. Impressed…

William Moorcroft Pansy Baluster Vase, 21cm

A good William Moorcroft pansy pattern baluster vase. Impressed marks and painted signature, height 21 cm.

William Moorcroft pansy vase C1928-1949, impressed mark and…

Moorcroft Pansy Vase, 18cm

William Moorcroft pansy vase C1928-1949, impressed mark and green initials to base, height 18 cm

A William Moorcroft early Pansy pattern vase, on white ground,…

Early Moorcroft Pansy Vase with Craquelure

A William Moorcroft early Pansy pattern vase, on white ground, signature to base, height 14.5 cm, diameter ~13 cm at the widest part of body, mouth diameter 9.5 cm. Overall craquelure.

Early Moorcroft vase pansy design, signed to base William…

Signed Pansy Moorcroft Vase

Early Moorcroft vase pansy design, signed to base William Moorcroft

A William Moorcroft Pansy vase, c1918-1926, the pansy vase in…

A William Moorcroft Pansy vase, c1918-1926, the pansy vase in shape 72/7, with tube-lined pansies decoration upon a cobalt blue ground, with impressed Moorcroft stamp and other cyphers to the underside, and William Moorcroft 'Flash' signature. Height 22.5…

William Moorcroft vase, Pansy vase c.1920 signed, height 10 cm

Moorcroft Pansy Vase, 1920

William Moorcroft vase, Pansy vase c.1920 signed, height 10 cm

William Moorcroft Pansy vase c1920 signed 4.5 inch

Moorcroft Pansy Vase, Signed, c.1920, 4.5"

William Moorcroft Pansy vase c1920 signed 4.5 inch

A Moorcroft dish, pansy pattern. Diameter 22 cm

Moorcroft Pansy Dish - 22 cm Diameter

A Moorcroft dish, pansy pattern. Diameter 22 cm

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

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

William Moorcroft pansy footed vase circa 1928 -1949, height 14.…

Moorcroft Pansy Footed Vase, 1928-1949

William Moorcroft pansy footed vase circa 1928 -1949, height 14.5 cm, impressed mark and full blue signature to base

Moorcroft posy vase, pansy pattern on squat spherical body, 10.…

Moorcroft Pansy Posy Vase, 10.5 cm

Moorcroft posy vase, pansy pattern on squat spherical body, 10.5 cm height

A William Moorcroft lidded bowl, decorated in the Pansy pattern,…

William Moorcroft Pansy Lidded Bowl

A William Moorcroft lidded bowl, decorated in the Pansy pattern, impressed mark and signature to base, diameter 17 cm.

William Moorcroft, Pansy baluster vase, C.1925, signed,…

Moorcroft Pansy Baluster Vase, 1925

William Moorcroft, Pansy baluster vase, C.1925, signed, impressed marks 'Moorcroft, Burslem, 140', height 17.5 cm, diameter 14 cm, weight 674g