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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An early 1900s Moorcroft vase, dawn landscape pattern, with…

Moorcroft Dawn Landscape Vase with Chevron and Fish Scale Motifs

An early 1900s Moorcroft vase, dawn landscape pattern, with chevron and fish scale motifs, cylindrical form with flared rim and base, small professional restoration to rim, height 18 cm.

A Moorcroft 'Woodside Farm' pattern vase, designed by Anji…

A Moorcroft 'Woodside Farm' pattern vase, designed by Anji Davenport, c1999, the 914/6 shape vase, tube-line decorated in 'Woodside Farm' with a snowy winter farm landscape with foxes, with impressed Moorcroft stamp, painted marks and other ciphers, dated…

An uncommon William Moorcroft 'Hazeldene' tobacco humidor squat…

Moorcroft 'Hazeldene' Tobacco Humidor with Landscape Design

An uncommon William Moorcroft 'Hazeldene' tobacco humidor squat spherical form with traditional trees and landscape in blue/green tone, with original lid fitted with brass screw-down fitting, two chips to internal lip of lid, full signature in green and…

A limited edition Moorcroft 'The Winter's Tale' ginger jar and…

Limited Edition Moorcroft Ginger Jar 'The Winter's Tale'

A limited edition Moorcroft 'The Winter's Tale' ginger jar and cover, commissioned by B & W Thornton, the Shakespeare collection, c1993, the ginger jar decorated with tube-lined flowers in landscape against a tonal pink wash ground, with impressed…

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 William Moorcroft Florian Ware vase, in the Landscape design,…

Moorcroft Landscape Vase, 30cm

A William Moorcroft Florian Ware vase, in the Landscape design, tall thin inverted baluster form, (chips to base), Florian Ware mark and signature to base, height 30 cm.

A William Moorcroft (1872-1945) for Liberty & Co. 'Hazeldene',…

Large Moorcroft Vase for Liberty & Co

A William Moorcroft (1872-1945) for Liberty & Co. 'Hazeldene', the rare large vase, circa 1910, decorated with blue/green tress in an extensive landscape. Painted signature in green, printed made for liberty & co.

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.

Moorcroft 'Eventide' bowl, of deep circular form, decorated…

Moorcroft 'Eventide' Decorated Bowl

Moorcroft 'Eventide' bowl, of deep circular form, decorated internally with a large central tree flanked by two smaller in a landscape, the exterior similarly decorated with six trees, signed 'W.M' to base with impressed 'Moorcroft', 'Made in England' and…

William Moorcroft side plate in the Eventide landscape pattern…

Moorcroft Eventide Landscape Side Plate

William Moorcroft side plate in the Eventide landscape pattern 16.5 cm diameter

Moorcroft vase decorated with trees and landscape marked to…

Moorcroft Landscape Vase, 14 cm

Moorcroft vase decorated with trees and landscape marked to base, height 14 cm.

William Moorcroft footed bowl, c. 1930 'Eventide' pattern,…

Moorcroft Footed Bowl, 'Eventide' Pattern

William Moorcroft footed bowl, c. 1930 'Eventide' pattern, decorated with trees in landscape against a mottled orange ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft, made in England', height 8.5 cm, diameter 18 cm.

William Moorcroft, small vase, c. 1925, 'Moonlit Blue' pattern,…

Moonlit Blue Moorcroft Vase

William Moorcroft, small vase, c. 1925, 'Moonlit Blue' pattern, decorated with trees in landscape in tones of blue and green, signed in blue 'W.M', impressed 'Made in England Moorcroft', height 9 cm

William Moorcroft, Flambe' small vase, c. 1925, 'Dawn' pattern,…

Moorcroft Flambe' Vase, 'Dawn' Pattern

William Moorcroft, Flambe' small vase, c. 1925, 'Dawn' pattern, decorated with blue trees in a hilly landscape around the body and neck, divided by two bands of red chevrons, signed 'W.M.' in blue, height 14 cm. Provenance: Private Collection, Sydney

A William Moorcroft 'Eventide' landscape design footed bowl, c.…

Moorcroft 'Eventide' Landscape Footed Bowl, 1925

A William Moorcroft 'Eventide' landscape design footed bowl, c.1925. Impressed marks and full painted signature in blue, diameter 25 cm

Moorcroft Pottery 'Sun Set Landscape Scene' cabinet clate,…

Moorcroft Sunset Landscape Cabinet Plate

Moorcroft Pottery 'Sun Set Landscape Scene' cabinet clate, signed Wm verso, diameter 25.8 cm

William Moorcroft flambe table lamp, c. 1930 'Eventide' pattern,…

Flambe Moorcroft Table Lamp, "Eventide" Pattern

William Moorcroft flambe table lamp, c. 1930 'Eventide' pattern, decorated with six trees in a landscape in flambe tones, signed in blue 'W. Moorcroft', impressed 'Moorcroft made in England', electrified

A Moorcroft uncommon 'Eventide' landscape design vase, c.1925,…

Moorcroft 'Eventide' Landscape Vase, c.1925

A Moorcroft uncommon 'Eventide' landscape design vase, c.1925, in rich orange, red, blue and green tones. Blue painted initials and impressed marks, height 13 cm.

Vase early 20th century, 1918/29, ovoid Moorcroft Pottery,…

Moorcroft Vase with Eventide Landscape Design

Vase early 20th century, 1918/29, ovoid Moorcroft Pottery, decorated with Eventide landscape design, impressed marks to base Moorcroft, made in England 160, blue painted signature, (a/f repair to lip)

Baluster vase 20th century, c1918/29, Moorcroft Pottery,…

Moorcroft Baluster Vase with Eventide Landscape Design

Baluster vase 20th century, c1918/29, Moorcroft Pottery, decorated with Eventide landscape design, impressed marks to base Moorcroft, made in England 72, blue painted signature, height 18.5 cm

William Moorcroft, twin handle vase, c. 1913, Hazledene'…

Moorcroft Hazledene Twin Handle Vase

William Moorcroft, twin handle vase, c. 1913, Hazledene' pattern, decorated with trees in a landscape in tones of green, blue and mauve, signed in green 'W. Moorcroft' and impressed 'Moorcroft Burslem, height 13 cm. Provenance: Private Collection, NSW

William Moorcroft, salt glaze vase, c. 1925, Landscape' pattern,…

Moorcroft Landscape Salt Glaze Vase

William Moorcroft, salt glaze vase, c. 1925, Landscape' pattern, decorated with five trees on a landscape background, signed in blue 'W. Moorcroft', impressed 'Moorcroft Made in England', height 24 cm. Provenance: Private Collection, NSW

Very rare large Moorcroft Dawn landscape vase, with bright…

Large Flambe Moorcroft Dawn Landscape Vase, Signed by William Moorcroft

Very rare large Moorcroft Dawn landscape vase, with bright flambe glaze, signed William Moorcroft to base, height 32 cm

William Moorcroft, Tudric low comport, c. 1925, Eventide'…

Moorcroft Tudric Low Comport, Eventide Pattern

William Moorcroft, Tudric low comport, c. 1925, Eventide' pattern, decorated to the interior with trees in landscape against a mottled orange ground, on hammered pewter base, stamped 'Tudric Moorcroft, height 9.5 cm diameter 23.5 cm. Provenance: Private…

Moorcroft Tudric square form biscuit barrel Eventide landscape…

Moorcroft Tudric Landscape Biscuit Barrel with Pewter Lid

Moorcroft Tudric square form biscuit barrel Eventide landscape pattern with pewter rim & lid, 14 cm high

Rare Moorcroft waisted vase landscape pattern in sombre salt…

Moorcroft Landscape Waisted Vase in Salt Glaze

Rare Moorcroft waisted vase landscape pattern in sombre salt glaze, 21 cm high

Large & impressive Moorcroft ovoid vase Eventide landscape…

Moorcroft Eventide Landscape Vase - 32cm

Large & impressive Moorcroft ovoid vase Eventide landscape pattern, 32 cm high

Moorcroft two handled baluster vase Eventide landscape pattern,…

Moorcroft Eventide Landscape Baluster Vase, 20cm

Moorcroft two handled baluster vase Eventide landscape pattern, 20 cm high

Moorcroft McIntyre baluster vase Hazeldine landscape pattern,…

Moorcroft Hazeldine Landscape Baluster Vase - 10cm

Moorcroft McIntyre baluster vase Hazeldine landscape pattern, 10 cm high

Rare Moorcroft lidded bowl Dawn landscape pattern with…

Moorcroft Dawn Landscape Bowl with Silver Lid

Rare Moorcroft lidded bowl Dawn landscape pattern with detachable silver plate lid, 15 cm diameter (2 minute rim chips)

Moorcroft flambe ovoid vase landscape pattern, 20,5 cm high

Moorcroft Flambe Landscape Vase, 20.5cm

Moorcroft flambe ovoid vase landscape pattern, 20,5 cm high

Moorcroft McIntyre tapering vase Hazeldine landscape pattern,…

Moorcroft Hazeldine Landscape Tapering Vase (14.5cm)

Moorcroft McIntyre tapering vase Hazeldine landscape pattern, 14.5 cm high

Moorcroft lustre glaze landscape squat vase having incised…

Moorcroft Lustre Landscape Squat Vase with Rural Scene

Moorcroft lustre glaze landscape squat vase having incised detail of a rural scene framed by two bands of repeating motifs. Impressed stamps to the base. Height 10 cm

A modern Moorcroft vase of tall waisted form, tubeline…

Tree Trunk Landscape Moorcroft Vase

A modern Moorcroft vase of tall waisted form, tubeline decoration of toadstools, acorns and leaves within a tree-trunk landscape, dominant tones of red, green, blue and tan, impressed and painted marks. Height 30.7 cm

William Moorcroft, Eventide landscape baluster vase, C.1925,…

Moorcroft Eventide Landscape Baluster Vase

William Moorcroft, Eventide landscape baluster vase, C.1925, signed in monogram, impressed marks 'Moorcroft, Made in England, height 13 cm, diameter 12 cm, weight 394g

William Moorcroft, Eventide landscape tray, 1925, impressed…

Moorcroft Eventide Landscape Tray

William Moorcroft, Eventide landscape tray, 1925, impressed marks 'Moorcroft, Made in England, height 2.5 cm, length 34.5 cm, width 23 cm, weight 1.496g

William Moorcroft, moonlit blue landscape pewter jug, C.1925,…

Moonlit Blue Landscape Pewter Jug by William Moorcroft (1925)

William Moorcroft, moonlit blue landscape pewter jug, C.1925, signed in monogram, impressed marks 'Made in England, Moorcroft, 280', height 8 cm, diameter 10 cm, weight 174g

William Moorcroft, miniature Hazeldene landscape vase, C.1903,…

Moorcroft Hazeldene Miniature Landscape Vase

William Moorcroft, miniature Hazeldene landscape vase, C.1903, signed, printed mark 'Rd no. 397964, height 8 cm, 5 cm, weight 106g

William Moorcroft, Hazeldene landscape vesta striker, 1914,…

Moorcroft Hazeldene Landscape Vesta Striker, 1914

William Moorcroft, Hazeldene landscape vesta striker, 1914, impressed marks 'Moorcroft, Burslem, 1914', height 6.5 cm, diameter 8 cm, weight 404g

William Moorcroft, Eventide landscape baluster vase, C. 1925,…

Moorcroft Eventide Landscape Baluster Vase

William Moorcroft, Eventide landscape baluster vase, C. 1925, signed, impressed marks 'Made in England, Moorcroft, M46,' height 18.5 cm, diameter 9.5 cm, weight 496g

William Moorcroft, moonlit blue landscape miniature bowl, C.…

Moonlit Blue Landscape Miniature Bowl by Moorcroft

William Moorcroft, moonlit blue landscape miniature bowl, C.1925, impressed marks 'Moorcroft 2', height 3 cm, diameter 5.5 cm, weight 32g

William Moorcroft, large Eventide landscape vase, C.1925,…

Moorcroft Eventide Landscape Vase

William Moorcroft, large Eventide landscape vase, C.1925, signed, impressed marks 'Moorcroft, Made in England, 101', height 31 cm, diameter 14 cm, weight 2kg

A Moorcroft 'Moonlit Blue' vase, circa 1925, the ovoid body…

Moonlit Blue Moorcroft Vase, circa 1925

A Moorcroft 'Moonlit Blue' vase, circa 1925, the ovoid body painted and tube lined in the round with a scene depicting a landscape at dusk, on a deep blue ground, stamped 'Moorcroft' and 'Made in England' with an underglaze blue painted signature, 10.5 cm…

A small William Moorcroft Moonlit blue landscape baluster vase…

William Moorcroft Moonlit Blue Landscape Vase

A small William Moorcroft Moonlit blue landscape baluster vase C. 1925, impressed made in England and signed in green (repaired rim). Height 12 cm

William Moorcroft, Tudric comport, c. 1925, Moonlit blue'…

Moonlit Blue Tudric Comport by Moorcroft

William Moorcroft, Tudric comport, c. 1925, Moonlit blue' pattern, decorated with trees in landscape in tones of blue and green, with hammered pewter foot embellished with scrolling leaves and fruits, stamped 'Made in England, Tudric, Moorcroft' and…

William Moorcroft, low bowl, c. 1925, Eventide' pattern,…

Moorcroft "Eventide" Landscape Bowl

William Moorcroft, low bowl, c. 1925, Eventide' pattern, decorated with trees in landscape against a mottled orange ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft made in England, height 8 cm diameter 23 cm

William Moorcroft, vase, c. 1910, 'Hazledene' pattern,…

Moorcroft Vase 'Hazledene' Pattern

William Moorcroft, vase, c. 1910, 'Hazledene' pattern, decorated with trees in landscape in tones of green and blue, signed in green 'W. Moorcroft', with printed registered design number '397964', height 31 cm

Moorcroft James MacIntyre landscape vase painted in delicate…

MacIntyre Landscape Vase

Moorcroft James MacIntyre landscape vase painted in delicate tones of a rural dusk scene. Stamped to the base. Condition: good, some crazing, height 18.5 cm

A Moorcroft vase, depicting an African landscape, signed Sian…

Limited Edition Moorcroft Vase, African Landscape by Sian Leeper

A Moorcroft vase, depicting an African landscape, signed Sian Leeper, dated 2006, limited edition 140/300. (boxed) height 26 cm.

William Moorcroft twin handled jar and cover Dawn pattern,…

Moorcroft Twin Handled Jar with Dawn Pattern

William Moorcroft twin handled jar and cover Dawn pattern, cylindrical form, central band of landscape enclosed by two broad chevron borders, 13.5 cm dia, 11 cm height

William Moorcroft for Liberty & Co., Vase, c. 1910, Hazledene'…

Moorcroft Landscape Vase for Liberty & Co

William Moorcroft for Liberty & Co., Vase, c. 1910, Hazledene' pattern, decorated with trees in a landscape in tones of green and blue, signed in green 'W. Moorcroft des', printed 'Made for Liberty & Co.', with printed registered design number '397964',…

A William Moorcroft 'Dawn Landscape' vase, squat baluster form,…

Moorcroft 'Dawn Landscape' Vase

A William Moorcroft 'Dawn Landscape' vase, squat baluster form, traditional encircling landscape with balloon form trees in blue tones, chevron repeating bands to the neck and base, impressed mark and initials painted in blue. Height 8.8 cm, small…

Emma Bossons for Moorcroft, two vases, 2003, 'Evening Sky'…

Emma Bossons Moorcroft Evening Sky Vases

Emma Bossons for Moorcroft, two vases, 2003, 'Evening Sky' pattern, decorated with tubelined trees in a landscape against a dusk sky, painted monogram of Emma Bossons and dated '2003', impressed 'Moorcroft, Made in Stokeontrent England', one vase signed…

William Moorcroft, platter, c. 1928, 'Dawn' pattern, decorated…

Moorcroft 'Dawn' Platter, Landscape Design in Blue

William Moorcroft, platter, c. 1928, 'Dawn' pattern, decorated with trees in a landscape in blue against a pale sky enclosed by borders of chevrons, in a matt glaze, signed in blue 'W. Moorcroft', impressed 'Moorcroft, Made in England', hairline crack to…

William Moorcroft, vase, c. 1935, 'Moonlit Blue' pattern,…

Moonlit Blue Vase by William Moorcroft

William Moorcroft, vase, c. 1935, 'Moonlit Blue' pattern, decorated with a band of trees in a landscape against a cobalt blue ground, signed in blue 'W. Moorcroft', impressed facsimile signature and 'Potter to H.M. the Queen, Made in England, height 27 cm…

William Moorcroft, pair of candlesticks, c. 1925, 'Moonlit…

Moonlit Blue Candlesticks by William Moorcroft

William Moorcroft, pair of candlesticks, c. 1925, 'Moonlit Blue' pattern, decorated with trees in a landscape in tones of blue and green, signed in green 'W. Moorcroft', impressed 'Moorcroft Made in England' (2), height 25.5 cm. Provenance: The Estate of…

William Moorcroft, large vase, c. 1925, 'Moonlit Blue' pattern,…

Moonlit Blue Moorcroft Vase

William Moorcroft, large vase, c. 1925, 'Moonlit Blue' pattern, decorated with trees in a landscape in tones of blue and green, signed in blue 'W. Moorcroft', impressed 'Moorcroft Made in England, height 31.5 cm. Provenance: The Estate of Mary Smart

William Moorcroft, large vase, c. 1928, 'Eventide' pattern, of…

Moorcroft 'Eventide' Vase, c. 1928

William Moorcroft, large vase, c. 1928, 'Eventide' pattern, of slim ovoid form, decorated with five trees in a landscape against a mottled orange ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft Made in England', retains printed Moorcroft paper…

William Moorcroft, Comport, c. 1925, 'Eventide' pattern,…

William Moorcroft Comport, 'Eventide' Pattern

William Moorcroft, Comport, c. 1925, 'Eventide' pattern, decorated to the interior with a tree in a landscape against a mottled orange ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft Made in England', retains printed Moorcroft paper label,…

William Moorcroft, vase, c. 1914, 'Hazledene' pattern, of…

Moorcroft Hazledene Vase, 1914

William Moorcroft, vase, c. 1914, 'Hazledene' pattern, of waisted form, decorated with trees in a landscape in tones of green and yellow, signed in green 'W. Moorcroft', with printed registered design number '397964', height 27.5 cm. Provenance: The…

William Moorcroft, Pot-Pourri', c. 1913, 'Hazledene' pattern,…

Moorcroft Pot-Pourri 'Hazledene' Pattern, 1913

William Moorcroft, Pot-Pourri', c. 1913, 'Hazledene' pattern, with pierced screw-turn lid, decorated with trees in a landscape in tones of green and yellow, signed in green 'W. Moorcroft' and dated '1913', minor chip to rim, height 19.3 cm. Provenance:…

William Moorcroft for Liberty & Co., vase, c. 1910, 'Hazledene'…

Moorcroft Liberty Vase 'Hazledene' Pattern

William Moorcroft for Liberty & Co., vase, c. 1910, 'Hazledene' pattern, decorated with trees in a landscape in tones of green and blue, signed in green 'W. Moorcroft des', printed 'Made for Liberty & Co.', with printed registered design number '397964',…

A large William Moorcroft 'Dawn' landscape vase of flambe glaze,…

William Moorcroft Flambe Vase, 'Dawn' Landscape, 1930

A large William Moorcroft 'Dawn' landscape vase of flambe glaze, circa 1930. Impressed marks and original paper label to base

A rare William Moorcroft flambe 'Eventide' landscape design…

Rare William Moorcroft Flambe Landscape Vase

A rare William Moorcroft flambe 'Eventide' landscape design vase, elongated ovoid form, the rich red flambe glaze over the landscape design with dominant trees. The base with full signature in blue, impressed mark and large paper label. Height 20.7 cm

Moorcroft 'Moonlit Blue' vase of bulbous form, having tubelined…

Moorcroft Moonlit Blue Vase

Moorcroft 'Moonlit Blue' vase of bulbous form, having tubelined decoration with a moonlit landscape, green painted signature & impressed factory marks. Condition good to fair, some crazing, small early chip to the rim. Height 20.2 cm

A Moorcroft flambe Eventide Compressed vase, circa 1929,…

Moorcroft Flambe Eventide Compressed Vase

A Moorcroft flambe Eventide Compressed vase, circa 1929, baluster with a continuous pattern of trees in a landscape, red and burnt orange ground impressed factory marks painted signature, to base, 13 cm high, slight crack to rim

Modern Moorcroft jardiniere with landscape pattern

Landscape Moorcroft Jardiniere

Modern Moorcroft jardiniere with landscape pattern

Moorcroft 'Moonlit blue' vase with tubeline decoration with a…

Moonlit Blue Moorcroft Vase with Landscape Design

Moorcroft 'Moonlit blue' vase with tubeline decoration with a moonlit landscape, green painted signature & imressed factory marks. Condition good, some crazing, minor wear to the base. Height 11.4 cm

Moorcroft 'Dawn' dish showing a landscape in blue tones,…

Blue Landscape Dish by Moorcroft

Moorcroft 'Dawn' dish showing a landscape in blue tones, impressed stamp to the base. Condition good, small stain, minor age related wear. Diameter 11 cm

Very rare large Moorcroft Dawn landscape vase with bright…

Rare Large Flambe Moorcroft Dawn Landscape Vase

Very rare large Moorcroft Dawn landscape vase with bright flambe glaze. 33 cm high.

A William Moorcroft Moonlight blue vase the tree landscape with…

Moonlight Blue Moorcroft Vase with Double Handles

A William Moorcroft Moonlight blue vase the tree landscape with double handles. Impressed and signed. Hairline cracks. Height 18.5 cm. Width 25.5 cm

William Moorcroft 'Moonlit Blue' vase tubeline decorated of…

Moonlit Blue Moorcroft Vase

William Moorcroft 'Moonlit Blue' vase tubeline decorated of baluster form with a moonlit landscape, green painted signature & impressed factory marks, circa 1925. Height 21 cm

A Moorcroft 'Moonlit Blue' landscape patterned bowl, circular…

Moorcroft Moonlit Blue Landscape Bowl

A Moorcroft 'Moonlit Blue' landscape patterned bowl, circular with inverted rim and small spreading foot ring, the exterior decorated with 12 trees washed with blue-green colour on a lighter background, the interior with a mottled blue-green glaze.…