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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William Moorcroft Anenome jug on a green back ground, height 11.…

Moorcroft Anemone Jug on Green Background

William Moorcroft Anenome jug on a green back ground, height 11.5 cm.

Walter Moorcroft, anemone vase signed by Walter Moorcroft C1945,…

Walter Moorcroft Anemone Vase - Signed (1945)

Walter Moorcroft, anemone vase signed by Walter Moorcroft C1945, height 14 cm

Moorcroft vase Walter Moorcroft, anemone decorated vase, height…

Anemone Moorcroft Vase (1945)

Moorcroft vase Walter Moorcroft, anemone decorated vase, height 16.2 cm (c.1945)

Pottery tea set Moorcroft Pottery, three piece set comprising…

Moorcroft Anemone Tea Set

Pottery tea set Moorcroft Pottery, three piece set comprising of teapot, sugar bowl and creamer decorated with anemone flowers against cobalt blue ground by Walter Moorcroft, signed at base

John Moorcroft ovoid ginger jar and cover anemone pattern circa…

1990 Anemone Pattern Ginger Jar by John Moorcroft

John Moorcroft ovoid ginger jar and cover anemone pattern circa 1990 20 cm height

Walter Moorcroft fruit bowl anemone pattern circa 1950 20.5 cm

Moorcroft Anemone Fruit Bowl (1950)

Walter Moorcroft fruit bowl anemone pattern circa 1950 20.5 cm

Two Walter Moorcroft dishes anemone and spring flower patterns…

Walter Moorcroft Anemone & Spring Flower Dishes (9cm)

Two Walter Moorcroft dishes anemone and spring flower patterns 9 cm dia's

Tall Walter Moorecroft anemone vase

Walter Moorecroft's Tall Anemone Vase

Tall Walter Moorecroft anemone vase

A Moorcroft 'Anemone' ginger jar, 1949-1986 period, the covered…

Moorcroft Anemone Ginger Jar, 1949-1986

A Moorcroft 'Anemone' ginger jar, 1949-1986 period, the covered jar having a broad tubelined frieze of anemone in mottled deep blue purple and plum colours with citrus tone foliage on a dark cobalt ground, painted Walter Moorcroft signature and impressed…

A large Moorcroft 'Anenome' pattern baluster vase, mid-century,…

Moorcroft Anenome Baluster Vase, Mid-Century, Walter Moorcroft Signed

A large Moorcroft 'Anenome' pattern baluster vase, mid-century, with Walter Moorcroft signature and impressed factory mark to base, 32 cm high

Walter Moorcroft vase, anemone, height 10 cm c.1950

Moorcroft Anemone Vase, 1950

Walter Moorcroft vase, anemone, height 10 cm c.1950

Moorcroft bowl Walter Moorcroft, anemone decorated bowl,…

Walter Moorcroft Anemone Bowl with Royal Warrant Label

Moorcroft bowl Walter Moorcroft, anemone decorated bowl, diameter 11.2 cm, Royal Warrant label (c.1950)

Moorcroft 'Anenome' jar and cover, decorated with flowers in…

Moorcroft Anenome Jar and Cover

Moorcroft 'Anenome' jar and cover, decorated with flowers in red and purple tones on a green ground, impressed Moorcroft made in England to base with signed initials, height 15.5 cm

William Moorcroft 'Anemone' bowl decorated on green ground,…

Moorcroft 'Anemone' Bowl on Green Ground (10 words)

William Moorcroft 'Anemone' bowl decorated on green ground, marked to base, diameter 14.5 cm

Two Moorcroft Centennial edition vases, 1972, the baluster form…

Moorcroft Centennial Vases - Orchid and Anemone Patterns

Two Moorcroft Centennial edition vases, 1972, the baluster form vase in orchid pattern, the squat vase in anemone pattern, black transfer commemorative and factory marks to bases, the largest vase 27 cm high

Moorcroft anemone bowl, with Royal Warrant label C.1945, signed…

Moorcroft Anemone Bowl with Royal Warrant Label

Moorcroft anemone bowl, with Royal Warrant label C.1945, signed by Walter Moorcroft, width 16 cm

Moorcroft: two pieces with different patterns on blue ground,…

Moorcroft Baluster Vase and Orchid Dish Set

Moorcroft: two pieces with different patterns on blue ground, comprising a baluster vase in the blue anemone pattern and a small dish in Orchid pattern, the vase with underglaze monogram and impressed marks, the dish with impressed marks, height of vase…

Moorcroft Anemones pattern fruit bowl 26 cm diameter

Moorcroft Anemones Fruit Bowl - 26cm Diameter

Moorcroft Anemones pattern fruit bowl 26 cm diameter

Moorcroft Anemones pattern plate 26 cm diameter

Anemones Moorcroft Pattern Plate - 26cm Diameter

Moorcroft Anemones pattern plate 26 cm diameter

An amphora small vase and a Moorcroft bowl, the small Art Deco…

Amphora Vase and Moorcroft Bowl Set

An amphora small vase and a Moorcroft bowl, the small Art Deco Imperial amphora vase (Czechoslovakia, c1920), baluster shape with vibrant enamel colours geometric design on cream speckled ground; stamped and numbered to underside; and a small Moorcroft…

Walter Moorcroft Anemone table vase decorated on cobalt blue…

Moorcroft Anemone Cobalt Vase, 17cm

Walter Moorcroft Anemone table vase decorated on cobalt blue ground, marked to base, height 17 cm.

Modern Moorcroft baluster table lamp in the anemone pattern 20…

Moorcroft Anemone Baluster Table Lamp - 20cm Height

Modern Moorcroft baluster table lamp in the anemone pattern 20 cm height

Walter Moorcroft vase, anemone flower pattern c.1945, height 10…

Moorcroft Anemone Vase, 1945

Walter Moorcroft vase, anemone flower pattern c.1945, height 10 cm

Moorcroft 'Anemone' limited edition vase by Emma Bossons 17/500,…

Limited Edition Moorcroft Anemone Vase by Emma Bossons

Moorcroft 'Anemone' limited edition vase by Emma Bossons 17/500, impressed mark and signed to base, height 28 cm.

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

William Moorcroft vase, cylindrical with flared rim in anemone…

Moorcroft Anemone Vase, 15cm

William Moorcroft vase, cylindrical with flared rim in anemone pattern, 15 cm high

Moorcroft 'Anemone' vase signed to base, height 16.5 cm.

Signed Moorcroft Anemone Vase, 16.5 cm Height

Moorcroft 'Anemone' vase signed to base, height 16.5 cm.

A collection of Moorcroft Pottery, early to mid 20th century, a…

Moorcroft Pottery Collection, 20th Century

A collection of Moorcroft Pottery, early to mid 20th century, a pair of plates in pomegranate pattern, a small anemone vase and a waisted vase in leaves and fruit pattern, backstamps and facsimile signatures underside, vase 14.5 cm high

Moorcroft Pottery bowl, of shallow circular form, in Anenome…

Moorcroft Pottery Anemone Bowl

Moorcroft Pottery bowl, of shallow circular form, in Anenome pattern, raised on a tapered circular foot, in tones of blue, green and pink, impressed Moorcroft and made in England to base, height 5 cm and diameter 16.5 cm

A large Moorcroft vase, anemones on a blue ground, tall ovoid…

Moorcroft Anemones Blue Vase - 31cm Height

A large Moorcroft vase, anemones on a blue ground, tall ovoid form, impressed mark, paper labels and initials to the base. Height 31 cm.

Footed anemone tazza Moorcroft tazza in the anemone pattern…

Moorcroft Anemone Tazza

Footed anemone tazza Moorcroft tazza in the anemone pattern with a total of 5 large flowers on blue green ground. Bears the signature of Walter Moorcroft to the base. Mid 20th century.11.5 x 16 cm

Moorcroft anemone design bowl, signed 'W.M.' for Walter…

Signed Moorcroft Anemone Bowl, Circa 1920

Moorcroft anemone design bowl, signed 'W.M.' for Walter Moorcroft, and impressed factory mark to base. Circa 1920. Height 7 cm, diameter .16 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.

Moorcroft anemone squat vase, with paper Royal warrant label.…

Moorcroft Anemone Squat Vase with Royal Warrant Label

Moorcroft anemone squat vase, with paper Royal warrant label. 'Potter to the late Queen Mary' in use from 1953-1978, by Walter Moorcroft. Height 7.5 cm

Moorcroft anemone small bowl impressed mark to base, diameter…

Moorcroft Anemone Small Bowl - 11.5cm Diameter

Moorcroft anemone small bowl impressed mark to base, diameter 11.5 cm

Moorcroft Pottery lamp, of pear form, decorated in anemone…

Moorcroft Pottery Anemone Lamp, Pear Form, 28cm Height, A/F

Moorcroft Pottery lamp, of pear form, decorated in anemone pattern, in tones of red and green on a dark blue ground, resting within in a circular wooden base, a/f (electrical cord is cut), height 28 cm

Small Moorcroft anemone vase, baluster shape, 10 cm high

Small Moorcroft Anemone Vase: Baluster Shape, 10cm Height

Small Moorcroft anemone vase, baluster shape, 10 cm high

Small Moorcroft anemone vase, baluster shape, signed J…

Signed J Moorcroft Small Anemone Vase, 13 cm High

Small Moorcroft anemone vase, baluster shape, signed J Moorcroft, 16.8.90, to the base, 13 cm high

Moorcroft Anemone pattern vase with dark blue ground, 13.5 cm…

Moorcroft Anemone Vase: Dark Blue Ground, 13.5 cm High

Moorcroft Anemone pattern vase with dark blue ground, 13.5 cm high

Rare large Walter Moorcroft 'Anemone' bowl, signed to base,…

Rare large Walter Moorcroft 'Anemone' bowl, signed to base, height 12 cm; diameter 33 cm

Moorcroft: a jardiniere in the anemone pattern, cylindrical…

Moorcroft: a jardiniere in the anemone pattern, cylindrical with a flared lip on a moulded foot, impressed 'Moorcroft' and underglaze signature to base. Height 17.5 cm

Moorcroft: a baluster vase in the anemone design, painted…

Moorcroft: a baluster vase in the anemone design, painted signature and impressed marks to base. Height 17 cm. Provenance: The Estate of the Hon. Dr John Kennedy McLaughlin Am, Sydney

William Moorcroft, early 'Anemone' vase C.1930 signed., height…

William Moorcroft, early 'Anemone' vase C.1930 signed., height 13 cm

Walter Moorcroft vase, tall slender 'Anemone' vase, initial…

Walter Moorcroft vase, tall slender 'Anemone' vase, initial signature mark to base, height 26 cm

A small Moorcroft 'Anemone' vase, the waisted vase decorated in…

Moorcroft 'Anemone' Vase - Blue Ground - Made in England

A small Moorcroft 'Anemone' vase, the waisted vase decorated in anemone pattern upon a blue ground, stamped 'Moorcroft' and 'Made in England' to the underside. Height 11.5 cm

Two Moorcroft

Two Moorcroft "Anemone" trinket boxes, height 4 cm, length 12 cm

Suite of four Moorcroft small bowls decorated with

Suite of four Moorcroft small bowls decorated with "Columbine Lily", "Anemone" signed, and two "Pomegranate" diameter 9 cm

A Moorcroft plate decorated with

A Moorcroft plate decorated with "Anemone" diameter 26 cm

Suite of three Moorcroft pottery bowls with

Suite of three Moorcroft pottery bowls with "Anemone", and "Hibiscus" patterns in blue and green colours diameter 11.5-16 cm

A pair of 'Anemone' pattern Moorcroft pottery jars, height 10 cm

A pair of 'Anemone' pattern Moorcroft pottery jars, height 10 cm

Moorcroft pottery

Moorcroft pottery "Anemone" and "Pomegranate" vases, height 11 cm

Anemone pattern Moorcroft pottery vase, height 15 cm

Anemone pattern Moorcroft pottery vase, height 15 cm

Suite of six Moorcroft pottery dishes depicting 'Anemone' and…

Suite of six Moorcroft pottery dishes depicting 'Anemone' and 'Columbine Lily' patterns in various colours (9p) diameter 8 to 14 cm, 1 x graduated pair green Columbine Lily bowls, 1 x small green Columbine Lily pin dish, 1 x Passion fruit pin dish, 1 x…

Suite of six Moorcroft pottery dishes depicting Anemone and…

Suite of six Moorcroft pottery dishes depicting Anemone and Columbine Lily patterns including; vases, small pin dish, a small bowl and a trinket box, height 3 to 10 cm