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 Moorcroft Pottery pomegranate and rope twist vase, c.1925,…

Moorcroft Pomegranate Vase, c.1925

A Moorcroft Pottery pomegranate and rope twist vase, c.1925, tube lined decoration, signed impressed factory marks. Height 6.9 cm

William Moorcroft Pomegranate and fruit small vase

Moorcroft Pomegranate & Fruit Vase

William Moorcroft Pomegranate and fruit small vase

A pair of William Moorcroft pewter mounted pomegranate vases,…

Moorcroft Pomegranate Vases with Pewter Mounts

A pair of William Moorcroft pewter mounted pomegranate vases, baluster form, the top flared mounts with hand beaten effect, traditional decoration on dark indigo blue ground, impressed and painted initials in blue to the base, one with minor hair crack to…