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 'Orchid' vase c1930, 10 cm high

Moorcroft Orchid Vase, 1930

William Moorcroft 'Orchid' vase c1930, 10 cm high

Moorcroft vase, Orchid pattern signed W Moorcroft, 14.5 cm tall

Moorcroft Orchid Vase, Signed, 14.5 cm

Moorcroft vase, Orchid pattern signed W Moorcroft, 14.5 cm tall

Walter Moorcroft 'Orchid' jug marked to base, height 16.5 cm

Walter Moorcroft Orchid Jug - 16.5cm

Walter Moorcroft 'Orchid' jug marked to base, height 16.5 cm

Walter Moorcroft 'Orchid' bowl marked to base, diameter 21 cm

Walter Moorcroft Orchid Bowl (21cm)

Walter Moorcroft 'Orchid' bowl marked to base, diameter 21 cm

Moorcroft 'Orchid' pattern pottery vase on blue ground, circa…

Moorcroft Orchid Pottery Vase on Blue Ground

Moorcroft 'Orchid' pattern pottery vase on blue ground, circa 1930s, impressed signature mark 'W. Moorcroft, Potters to H.M. The Queen, made in England, 15.5 cm high

William Moorcroft Orchid and Forget Me Nots c.1930

Moorcroft's Orchid & Forget Me Nots

William Moorcroft Orchid and Forget Me Nots c.1930

Moorcroft dish, orchids pattern, oval, 2 cm high, 23 cm wide,…

Orchids Moorcroft Oval Dish

Moorcroft dish, orchids pattern, oval, 2 cm high, 23 cm wide, 15.5 cm deep

Moorcroft flambe 'Orchid' pattern pottery spherical vase, circa…

Moorcroft Flambe Orchid Spherical Vase, 1930s

Moorcroft flambe 'Orchid' pattern pottery spherical vase, circa 1930s, original paper label 'W. Moorcroft, by Appointment Potters to H.M. The Queen, 10.5 cm high

Moorcroft flambe 'Orchid' pattern vase, circa 1930s, stamped…

Moorcroft Orchid Flambe Vase

Moorcroft flambe 'Orchid' pattern vase, circa 1930s, stamped 'Made in England', Moorcroft (incised signature), potter to H.M. The Queen, 19.5 cm high

Moorcroft 'Orchid' pattern pottery bowl on blue ground, circa…

Moorcroft Orchid Pottery Bowl

Moorcroft 'Orchid' pattern pottery bowl on blue ground, circa 1930s, impressed signature mark 'W. Moorcroft, Potters to H.M. The Queen, Made in England', 7.5 cm high, 16 cm diameter

Signed William Moorcroft 'Orchid' design lidded jar small chip…

Moorcroft 'Orchid' Lidded Jar with Minor Chip

Signed William Moorcroft 'Orchid' design lidded jar small chip to inside rim

Moorcroft Orchid pattern posy vase, of squat baluster form,…

Moorcroft Orchid Posy Vase

Moorcroft Orchid pattern posy vase, of squat baluster form, decorated with orchid to each side, in tones of red, purple, green and yellow on a cobalt ground, height 10 cm

William Moorcroft, flambe vase, c.1937, decorated with the…

Moorcroft Orchid Flambe Vase, 1937

William Moorcroft, flambe vase, c.1937, decorated with the 'Orchid' pattern on a blue ground, marked with initials, impressed facsimile signature and 'Potter to HM the Queen, Made in England, height 16.5 cm.

Moorcroft pottery 'Orchid' decorated lidded trinket box

Moorcroft Orchid Trinket Box with Lid

Moorcroft pottery 'Orchid' decorated lidded trinket box

Moorcroft slipper Orchid pattern planter, with original paper…

Moorcroft Slipper Orchid Planter with Label, 9.5cm

Moorcroft slipper Orchid pattern planter, with original paper label to base, 9.5 cm high

Two Moorcroft ashtrays, slipper orchid and hibiscus patterns,…

Moorcroft Ashtrays: Slipper Orchid & Hibiscus Patterns

Two Moorcroft ashtrays, slipper orchid and hibiscus patterns, of sizes

William Moorcroft orchid vase c.1930's signed and marked to…

Moorcroft Orchid Vase, 1930s

William Moorcroft orchid vase c.1930's signed and marked to base, height 9 cm

Walter Moorcroft 'Orchid' design with original label to base,…

Moorcroft Orchid Vase - 9cm

Walter Moorcroft 'Orchid' design with original label to base, height 9 cm

Pair of early Moorcroft lamp bases. Orchid pattern. Height 35 cm

Moorcroft Orchid Lamp Bases - Pair

Pair of early Moorcroft lamp bases. Orchid pattern. Height 35 cm

Modern Moorcroft slipper Orchid vase, baluster shape, 20 cm high

Moorcroft Slipper Orchid Vase, 20cm Baluster Shape

Modern Moorcroft slipper Orchid vase, baluster shape, 20 cm high

Modern Moorcroft slipper Orchid fruit bowl, footed circular…

Moorcroft Slipper Orchid Footed Fruit Bowl (8 words)

Modern Moorcroft slipper Orchid fruit bowl, footed circular shape, 20 cm diameter

Small Moorcroft orchid pattern vase impressed mark to base,…

Moorcroft Orchid Vase - 9.5 cm

Small Moorcroft orchid pattern vase impressed mark to base, height 9.5 cm

Moorcroft Slipper Orchid pattern trial ewer designed by Phillip…

Moorcroft Slipper Orchid Ewer with Box

Moorcroft Slipper Orchid pattern trial ewer designed by Phillip Gibson 2001), with Moorcroft made in Stoke on Trent England and other marks to base, 24 cm high, a Moorcroft cardboard box is included

Moorcroft Orchid pattern shallow bowl, hand painted and signed…

Hand-painted Moorcroft Orchid Shallow Bowl (11cm)

Moorcroft Orchid pattern shallow bowl, hand painted and signed to reverse, diameter 11 cm

A Moorcroft Flambe 'Orchid' pedestal dish, circa 1950s,…

Moorcroft Flambe Orchid Pedestal Dish

A Moorcroft Flambe 'Orchid' pedestal dish, circa 1950s, original pattern drawn by William Moorcroft in 1937, Tubelined orchid blooms and foliage in rich dark colours upon a modulating flambe ground, Moorcroft Royal warrant label for late Queen Mary…

William Moorcroft ovoid body vase slipper orchid pattern circa…

Moorcroft Slipper Orchid Vase, 1935

William Moorcroft ovoid body vase slipper orchid pattern circa 1935 16 cm height

Moorcroft orchid vase 10.5 cm high.

Moorcroft Orchid Vase - 10.5cm

Moorcroft orchid vase 10.5 cm high.

William Moorcroft 'Orchid' large bowl 'Orchid' pattern, on blue…

Large Moorcroft 'Orchid' Bowl with Blue Ground and Crack

William Moorcroft 'Orchid' large bowl 'Orchid' pattern, on blue ground, marked to base, crack to side, diameter 31 cm, height 10 cm

Moorcroft painted Orchid posy vase decorated on pale green…

Moorcroft Orchid Posy Vase on Pale Green Ground

Moorcroft painted Orchid posy vase decorated on pale green ground, marked to base, height 8 cm

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

Moorcroft Orchid Bowl on Green Ground

William Moorcroft 'Orchid' bowl decorated on green ground, marked to base, diameter 11.5 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: 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…

William Moorcroft flambe 'Orchid' box and cover, 1947-53, of…

Moorcroft Flambe Orchid Box and Cover

William Moorcroft flambe 'Orchid' box and cover, 1947-53, of rectangular form,decorated with orchid to cover, in rich tones of red, yellow, blue and orange, impressed made in England, Moorcroft and potter to Queen paper label, length 9.5 cm

William Moorcroft 'Orchid' vase, c.1928-1949, of baluster form…

Moorcroft 'Orchid' Vase

William Moorcroft 'Orchid' vase, c.1928-1949, of baluster form with a short flaring rim and wide foot, decorated with orchids on a rich Royal Blue ground, with impressed signature, 'Potter to H.M the Queen' and 'Made in England' marks, height 18 cm

William Moorcroft Orchid vase, 10 cm c.1930 facsimile William…

William Moorcroft Orchid Vase - 1930 Facsimile Signature

William Moorcroft Orchid vase, 10 cm c.1930 facsimile William Moorcroft signature

A Moorcroft flambe 'Orchid' pattern vase, 1930s, decorated in…

Moorcroft Flambe Orchid Vase, 1930s

A Moorcroft flambe 'Orchid' pattern vase, 1930s, decorated in colours on a maroon/black ground, impressed and blue signatures and factory marks, 'Potters to Hm the Queen' paper label, 23 cm high

A Moorcroft miniature Orchid small vase, squat baluster form,…

Moorcroft Miniature Orchid Small Vase

A Moorcroft miniature Orchid small vase, squat baluster form, paper label to base, diameter 8.2 cm.

A Moorcroft 'Orchid Arabesque' vase, designer Emma Bossons,…

Moorcroft Orchid Arabesque Vase by Emma Bossons

A Moorcroft 'Orchid Arabesque' vase, designer Emma Bossons, (2003), Shape 372/8, height 21 cm. Historic retail $NZ935.

Two Moorcroft 'Bukhara' and 'Orchid Arabesque' vases,…

Moorcroft Bukhara & Orchid Arabesque Vases (Set of 2)

Two Moorcroft 'Bukhara' and 'Orchid Arabesque' vases, comprising a limited edition Bukhara squat vase (des. Shirley Hayes, 2001), tube-lined with stylized flowers in bright tones, signed by the designer and numbered 228 of 250; and a small squat bottle…

Two Moorcroft plates and four pin trays, the small plates in…

Moorcroft Plates and Pin Trays Set

Two Moorcroft plates and four pin trays, the small plates in the 'Spiraxia' pattern designed and signed by Emma Bossons circa 1998, with Sparaxis tri-color flowers in full bloom, numbered 182, together a 'Flames of the Forest' (Philip Gibson, c19970m…

A Moorcroft, England porcelain bud vase depicting orchids,…

Moorcroft Orchid Bud Vase - 7cm

A Moorcroft, England porcelain bud vase depicting orchids, makers mark to base, height 7 cm

Small William Moorcroft Orchid vase with impressed mark and…

Moorcroft Orchid Vase, 9.5 cm

Small William Moorcroft Orchid vase with impressed mark and signature to base, height 9.5 cm

A limited edition Moorcroft 'Body Shop' vase, designed by Sally…

A limited edition Moorcroft 'Body Shop' vase, designed by Sally Tuffin, c1993, the 393/7 shape vase, in an exclusive design for, the body shop in their campaign to help save the Brazilian rainforest, decorated with orchids and nuts in rainforest setting…

Moorcroft 'Orchid' bowl, marked to base, diameter 11.5 cm

Moorcroft 'Orchid' bowl, marked to base, diameter 11.5 cm

William Moorcroft 'Orchid' small bowl, on green ground, marked…

William Moorcroft 'Orchid' small bowl, on green ground, marked to base, diameter 11.5 cm

A Moorcroft Austalian Exclusive 'Cooktown Orchid' vase, Des.…

A Moorcroft Austalian Exclusive 'Cooktown Orchid' vase, Des. Emma Bossons, c1999, the 76/2 shape petite vase celebrating the state flower of Queensland, decorated with tube-lined blush-pink Cooktown orchids nestled amongst buds and foliage, with impressed…

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

Moorcroft: a baluster vase in the orchids design, painted monogram and impressed signature and marks to base. Height 19 cm. Provenance: The Estate of the Hon. Dr John Kennedy McLaughlin Am, Sydney

Rare Moorcroft orchid lighter holder impressed mark to base,…

Rare Moorcroft orchid lighter holder impressed mark to base, height 6.5 cm