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 anemone vase, circa 1950s, a bottle vase with…

Moorcroft Anemone Vase - 1950s

A small Moorcroft anemone vase, circa 1950s, a bottle vase with a pair of tubelined flowers in maroon, blue and white colours and surrounded by mid green foliage on an inky blue ground; with impressed marks of Moorcroft and Made in England, height 9.5 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

Two Moorcroft

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

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

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

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

Walter Moorcroft 'Anemone' vase. Royal warrant paper label to…

Moorcroft Anemone Vase with Royal Warrant Label

Walter Moorcroft 'Anemone' vase. Royal warrant paper label to base. Height 15.5 cm

Moorcroft Pottery plate, anemone, designed by Walter Moorcroft,…

Walter Moorcroft Anemone Plate, 26cm

Moorcroft Pottery plate, anemone, designed by Walter Moorcroft, factory sticker and impressed mark to base, diameter 26 cm

Moorcroft 'Anemone' vase having pink & purple flowers on a…

Moorcroft Anemone Vase with Pink & Purple Flowers

Moorcroft 'Anemone' vase having pink & purple flowers on a cobalt blue ground, marked stamp 'Moorcroft Made in England'. Condition good to fair, hairline to the interior lip. Height 18 cm

Small Moorcroft 'Anemone' vase, 9 cm high approx.

Small Moorcroft Anemone Vase (9 cm)

Small Moorcroft 'Anemone' vase, 9 cm high approx.

Moorcroft anemone squat vase, 13.5 cm high approx.

Moorcroft Anemone Squat Vase - 13.5cm Height

Moorcroft anemone squat vase, 13.5 cm high approx.

Moorcroft 'Anemone' vase having mauve flowers on a cobalt blue…

Moorcroft Anemone Vase, 1993, with Original Box

Moorcroft 'Anemone' vase having mauve flowers on a cobalt blue ground, marked stamp 'Moorcroft made in England', dated 1993, with original box. Condition good, expected crazing, minor wear to the base. Height 13.6 cm

Moorcroft 'Anemone' vase having pink & purple flowers on a…

Moorcroft Anemone Vase - Pink and Purple Flowers

Moorcroft 'Anemone' vase having pink & purple flowers on a cobalt blue ground, painted stamp 'Moorcroft', impressed 'Made in England'. Condition good, expected crazing, minor wear to the base. Height 7 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

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…

Moorcroft anemone bowl. On blue ground. Diameter 12 cm

Blue Moorcroft Anemone Bowl - 12cm

Moorcroft anemone bowl. On blue ground. Diameter 12 cm

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.

A modern Moorcroft 'Anemone' bowl, with initials and impressed…

Modern Moorcroft 'Anemone' Bowl with Box

A modern Moorcroft 'Anemone' bowl, with initials and impressed mark to base, with box, diameter 15.5 cm.

Modern Moorcroft ovoid vase anemone pattern, 20 cm height, boxed

Moorcroft Anemone Vase, 20cm Height, Boxed

Modern Moorcroft ovoid vase anemone pattern, 20 cm height, boxed

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

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

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

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

Moorcroft Anemones pattern plate 26 cm diameter

Anemones Moorcroft Pattern Plate - 26cm Diameter

Moorcroft Anemones pattern plate 26 cm diameter

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 Moorcroft waisted anemone vase, 1945-49 period, an elegant…

Moorcroft Anemone Vase, 1945-49

A Moorcroft waisted anemone vase, 1945-49 period, an elegant small vase with a deep border of tubelined anemone flowers in washed maroon, white and purple blue glazes, the green foliage merging to a suffused Prussian green background upon a mazarine blue…

A Moorcroft Blue Anenome design miniature vase. 8 cm high

Moorcroft Blue Anenome Miniature Vase - 8cm

A Moorcroft Blue Anenome design miniature vase. 8 cm high

Moorcroft anemone posy vase. On blue ground. Original label…

Moorcroft Anemone Posy Vase - Blue Ground, 10cm Height

Moorcroft anemone posy vase. On blue ground. Original label attached. Height 10 cm

Walter Moorcroft 'Anenome' vase, signed and factory stamp to…

Signed Moorcroft 'Anenome' vase, 10.5 cm height

Walter Moorcroft 'Anenome' vase, signed and factory stamp to base, height 10.5 cm

Moorcroft Anemone lidded trinket box and vase with impressed…

Moorcroft Anemone Lidded Trinket Box and Vase

Moorcroft Anemone lidded trinket box and vase with impressed marks to both bases, width 7.5 cm

Small Moorcroft 'Anemone' dish D12 cm approx, together with box

Moorcroft Anemone Dish with Box

Small Moorcroft 'Anemone' dish D12 cm approx, together with box

Moorcroft small bowl, anemone

Anemone Moorcroft Small Bowl

Moorcroft small bowl, anemone

Moorcroft small bowl 'Anemone' label to base

Moorcroft Anemone Small Bowl with Label

Moorcroft small bowl 'Anemone' label to base

Small Walter Moorcroft 'blue Anenome' vase marked to base,…

Walter Moorcroft Blue Anenome Vase (10cm)

Small Walter Moorcroft 'blue Anenome' vase marked to base, height 10 cm apparox

Moorcroft 'Anemone' small bowl marked to base with paper…

Moorcroft Anemone Small Bowl with Label, 7.5 cm

Moorcroft 'Anemone' small bowl marked to base with paper transfer label, diameter 7.5 cm

'Anemone', small Walter Moorcroft vase c.1955, 9 cm high

Small Walter Moorcroft Anemone Vase, 1955

'Anemone', small Walter Moorcroft vase c.1955, 9 cm high

Moorcroft anemone dish factory marks to base, 12 cm diameter

Moorcroft Anemone Dish with Factory Mark - 12cm Diameter

Moorcroft anemone dish factory marks to base, 12 cm diameter

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 Anemones pattern fruit bowl 26 cm diameter

Moorcroft Anemones Fruit Bowl - 26cm Diameter

Moorcroft Anemones pattern fruit bowl 26 cm diameter

A fine small Moorcroft anemone vase$1928-49 period, the small…

Moorcroft Anemone Vase, 1928-49

A fine small Moorcroft anemone vase$1928-49 period, the small ovoid vase, tubelined and decorated with two anemone flowers, one in rich inky purple and plum shades with emerald and Prussian blue colours, the reverse with a cream and maroon flower upon a…

A Moorcroft anemone candlestick, 1953-1978, the oval…

Moorcroft Anemone Candlestick

A Moorcroft anemone candlestick, 1953-1978, the oval candlestick of low profile gently tapering upwards to a circular opening and decorated with two anemone, one deep red and the other near purple upon an olive ground; with impressed marks Moorcroft…

Two Moorcroft rectangular dishes- both anemone, designed by…

Pair of Moorcroft Anemone Rectangular Dishes

Two Moorcroft rectangular dishes- both anemone, designed by Walter Moorcroft, factory sticker and impressed mark to base, diameter 8 cm

Walter Moorcroft 'Anemone' lidded ginger jar, stamp to base,…

Walter Moorcroft Anemone Ginger Jar

Walter Moorcroft 'Anemone' lidded ginger jar, stamp to base, height 10.5 cm

'Anemone', small Walter Moorcroft heart shape lidded box c.1955,…

Walter Moorcroft Anemone Heart Box, 1955

'Anemone', small Walter Moorcroft heart shape lidded box c.1955, 7 cm wide

A small Moorcroft anemone vase, height 8.5 cm

Miniature Moorcroft Anemone Vase - 8.5cm Height

A small Moorcroft anemone vase, height 8.5 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

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

Walter Moorcroft ovoid vase in anemone pattern 14 cm height

Moorcroft Anemone Ovoid Vase 14cm

Walter Moorcroft ovoid vase in anemone pattern 14 cm height

Moorcroft 'Anenome' 4 inch dish, signed to base

Signed Moorcroft Anenome 4" Dish

Moorcroft 'Anenome' 4 inch dish, signed to base

Walter Moorcroft 'Anemone' bowl impressed stamp to base,…

Moorcroft Anemone Bowl, 11.5 cm Diameter

Walter Moorcroft 'Anemone' bowl impressed stamp to base, diameter 11.5 cm.

Moorcroft small vase, anemone pattern, 8 cm height

Moorcroft Anemone Vase, 8cm

Moorcroft small vase, anemone pattern, 8 cm height

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

Small Moorcroft 'Anemone' mug marked to base, height 6 cm.

Moorcroft Anemone Mug, 6cm

Small Moorcroft 'Anemone' mug marked to base, height 6 cm.

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…