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 and wild flowers green vase, C. 1935,…

Moorcroft Orchid Vase

William Moorcroft, Orchid and wild flowers green vase, C. 1935, signed in monogram, impressed marks 'Moorcroft, Made in England, height 12.5 cm, diameter 15 cm, weight 760g

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

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

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

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 green orchid vase with impressed stamp and printed…

Moorcroft Green Orchid Vase with Royal Warrant Label

Moorcroft green orchid vase with impressed stamp and printed Royal Warrant label to base, height 8.5 cm

Moorcroft slipper Orchid vase baluster shape, 15.5 cm height

Moorcroft Slipper Orchid Baluster Vase

Moorcroft slipper Orchid vase baluster shape, 15.5 cm height

A Moorcroft shallow dish, decorated with orchids on a graduated…

Moorcroft Orchid Shallow Dish

A Moorcroft shallow dish, decorated with orchids on a graduated madder-blue ground, printed factory marks and initials to the back. Diameter 21.5 cm

Moorcroft pottery 'Orchid' decorated lidded trinket box

Moorcroft Orchid Trinket Box with Lid

Moorcroft pottery 'Orchid' decorated lidded trinket box

Moorcroft vase 'Orchid' pattern

Moorcroft Orchid Vase

Moorcroft vase 'Orchid' pattern

Moorcroft slipper Orchid vase inverted baluster shape, 16.5 cm…

Moorcroft Slipper Orchid Vase - 16.5cm Height

Moorcroft slipper Orchid vase inverted baluster shape, 16.5 cm height

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' bowl of shallow form, with tube line…

Moorcroft Orchid Bowl - Cobalt Blue & Tube Lined

Moorcroft 'Orchid' bowl of shallow form, with tube line decoration to a cobalt blue ground. Signed & impressed marks to the base, diameter 21.7 cm

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

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.

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

Walter Moorcroft Orchid Jug, Orchid pattern on blue ground.…

Moorcroft Orchid Jug, Blue Ground, 16 cm

Walter Moorcroft Orchid Jug, Orchid pattern on blue ground. Original paper label to base, height 16 cm

Three Moorcroft items. Orchid pin dish; Fresia dish; and…

Moorcroft Orchid, Fresia, and Clematis Collection

Three Moorcroft items. Orchid pin dish; Fresia dish; and Clematis plate. Diameter .12 cm, (largest)

A Walter Moorcroft Orchid pattern vase, baluster shape, cobalt…

Moorcroft Orchid Vase, Cobalt Blue, 15cm

A Walter Moorcroft Orchid pattern vase, baluster shape, cobalt blue ground, impressed marks and painted initials. Height 15 cm

Moorcroft small vase 'Orchid' pattern

Moorcroft Orchid Vase

Moorcroft small vase 'Orchid' pattern

Four Moorcroft wares, including two 'Anemone' Ashtrays, a small…

Moorcroft Anemone and Orchid Collection

Four Moorcroft wares, including two 'Anemone' Ashtrays, a small 'Orchid' bowl and an 'Orchid' covered box, mid to later 20th century. All pieces typically tubelined and upon teal green grounds; three pieces with impressed capital Moorcroft mark, the…

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

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

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 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

Moorcroft orchid squat vase, 7.5 cm high approx., crazed

Crazed Moorcroft Orchid Squat Vase - 7.5 cm High

Moorcroft orchid squat vase, 7.5 cm high approx., crazed

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

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

A Moorcroft 'Orchid' vase, spherical shape on blue ground.…

Moorcroft Orchid Blue Vase - 10.5 cm Height

A Moorcroft 'Orchid' vase, spherical shape on blue ground. Height 10.5 cm.

Moorcroft Orchid pattern bowl C1940's, 6 cm

Moorcroft Orchid Bowl, 1940s, 6cm

Moorcroft Orchid pattern bowl C1940's, 6 cm

Small Moorcroft orchid vase base contains original paper label…

Moorcroft Orchid Vase with Label and Signature

Small Moorcroft orchid vase base contains original paper label and signature. Approx height 8 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…

Pair William Moorcroft tumblers, in slipper orchid pattern, 12.…

William Moorcroft Slipper Orchid Tumblers (Pair)

Pair William Moorcroft tumblers, in slipper orchid pattern, 12.5 cm height

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

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.

A Walter Moorcroft squat baluster orchid pattern vase, the wide…

Moorcroft Orchid Vase

A Walter Moorcroft squat baluster orchid pattern vase, the wide shoulder entirely decorated with orchids in colours on cobalt blue ground, impressed signature and factory marks. Height 8 cm

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

A Moorcroft bottle vase, decorated with an orchid pattern on a…

Moorcroft Orchid Bottle Vase

A Moorcroft bottle vase, decorated with an orchid pattern on a dark blue ground. Printed and impressed marks. Height 20.5 cm

Walter Moorcroft 'Orchid' posy vase decorated on yellow ground,…

Moorcroft 'Orchid' Yellow Posy Vase - 10cm

Walter Moorcroft 'Orchid' posy vase decorated on yellow ground, impressed mark to base, height 10 cm

Moorcroft miniature Orchid pattern vase, 5.3 cm high

Moorcroft Miniature Orchid Vase - 5.3cm

Moorcroft miniature Orchid pattern vase, 5.3 cm high

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

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

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

Moorcroft baluster vase Orchid pattern, 9.5 cm high

Moorcroft Orchid Baluster Vase - 9.5cm

Moorcroft baluster vase Orchid pattern, 9.5 cm high

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

Moorcroft flambe orchid vase with impressed mark and signature…

Moorcroft Flambe Orchid Vase, Impressed Mark, 18 cm Height

Moorcroft flambe orchid vase with impressed mark and signature to base, height 18 cm approx (a/f)

Moorcroft 'Orchid' pattern dish on green ground, stamped…

Moorcroft Orchid Dish

Moorcroft 'Orchid' pattern dish on green ground, stamped 'Moorcroft, Made In England', and with paper label 'By Appointment, W. Moorcroft, Potters To Late Queen Mary', 12 cm diameter

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 Moorcroft bowl, Orchid

Moorcroft Orchid Bowl

Small Moorcroft bowl, Orchid

Two Moorcroft ashtrays, slipper orchid and hibiscus patterns,…

Moorcroft Ashtrays: Slipper Orchid & Hibiscus Patterns

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