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 William Moorcroft vase, of baluster form, 'Clematis' pattern,…

A William Moorcroft vase, of baluster form, 'Clematis' pattern, impressed signature and mark 'W. Moorcroft potter to H.M. The Queen, made in England', to base, height 25 cm.

Moorcroft Clematis pattern lidded jar with cobalt blue ground…

Moorcroft Clematis Cobalt Blue Lidded Jar - 8.5cm Diameter

Moorcroft Clematis pattern lidded jar with cobalt blue ground and impressed Moorcroft Made in England mark, 8.5 cm diameter, 9.5 cm high

Moorcroft 'Clematis' English pottery vase on blue and celadon…

Moorcroft Clematis Pottery Vase

Moorcroft 'Clematis' English pottery vase on blue and celadon ground, impressed signature and mark 'W. Moorcroft potter to H.M. The Queen, made in England', 19 cm high

A William Moorcroft green Clematis lidded bowl, makers mark to…

Green Clematis Lidded Bowl by William Moorcroft

A William Moorcroft green Clematis lidded bowl, makers mark to lid, diameter 16 cm

A Moorcroft, England Clematis pin dish, flea bite to rim, wear…

Moorcroft Clematis Pin Dish, 10 cm Diameter

A Moorcroft, England Clematis pin dish, flea bite to rim, wear consistent with age & use, diameter 10 cm

A Moorcroft vase, flambe clematis pattern designed William…

Flambe Clematis Moorcroft Vase by William and Walter

A Moorcroft vase, flambe clematis pattern designed William (1938) made Walter (1946-49). Spherical with ring foot and mouth, height 130

Walter Moorcroft flambe 'Clematis' vase, c.1947-1953, of ovoid…

Flambe Clematis Vase by Walter Moorcroft

Walter Moorcroft flambe 'Clematis' vase, c.1947-1953, of ovoid form, set above a knopped wide sloping foot, decorated with clematis flower and buds on a rich red ground, with signed initials 'W.M', 'Moorcroft' and 'Made in England', height 17.5 cm

Rare Moorcroft Clematis cabinet plate, c.1945, signed by Walter…

Signed Moorcroft Clematis Cabinet Plate (1945)

Rare Moorcroft Clematis cabinet plate, c.1945, signed by Walter Moorcroft, width 26 cm

Moorcroft Clematis pattern vase, footed ovoid form, 21.5 cm high

Moorcroft Clematis Footed Vase - 21.5 cm

Moorcroft Clematis pattern vase, footed ovoid form, 21.5 cm high

Walter Moorcroft Clematis vase Royal Warrant label c1950 height…

Walter Moorcroft Clematis Vase with Royal Warrant Label

Walter Moorcroft Clematis vase Royal Warrant label c1950 height 13 cm

Moorcroft flambe Clematis vase, height 17 cm c1928, facsimile…

Flambe Clematis Vase by Moorcroft, c.1928

Moorcroft flambe Clematis vase, height 17 cm c1928, facsimile William Moorcroft signature

William Moorcroft 'Clemitis' vase, unsigned c.1930, Height 12.5…

Moorcroft 'Clemitis' Vase, 1930

William Moorcroft 'Clemitis' vase, unsigned c.1930, Height 12.5 cm

Moorcroft Clematis pattern vase, of squat form, decorated with…

Moorcroft Clematis Vase

Moorcroft Clematis pattern vase, of squat form, decorated with flowers and foliage, in tones of green and Burgundy on a blue ground, height 14 cm

William Moorcroft 'Clemitis' bowl c1940, 4.5'

Moorcroft 'Clemitis' Bowl, 1940

William Moorcroft 'Clemitis' bowl c1940, 4.5'

Moorcroft boxed circa 2005 elongated specimen vase Clematis…

Limited Edition Moorcroft Clematis Queen Vase

Moorcroft boxed circa 2005 elongated specimen vase Clematis Queen pattern signed E Bossons limited edition 38/200 31 cm

Walter Moorcroft 'Clematis' vase, 5 inch (Royal Warrant label)

5" Royal Warrant Walter Moorcroft Clematis Vase

Walter Moorcroft 'Clematis' vase, 5 inch (Royal Warrant label)

Walter Moorcroft 'Clematis' vase. Initialled and impressed mark…

Moorcroft Clematis Vase - 22.5cm Height

Walter Moorcroft 'Clematis' vase. Initialled and impressed mark 'Moorcroft, made in England' to base, height 22.5 cm

Walter Moorcroft 'Clematis' vase. Initialled 'WM' and impressed…

Walter Moorcroft Clematis Vase - 18cm Height

Walter Moorcroft 'Clematis' vase. Initialled 'WM' and impressed mark 'Moorcroft made in England', height 18 cm

A Walter Moorcroft Pottery flambe Clematis vase, c.1947 - 1953…

Moorcroft Flambe Clematis Vase, 1950s

A Walter Moorcroft Pottery flambe Clematis vase, c.1947 - 1953 signed painted blue signature with impressed marks to base height 15.2 cm

Walter Moorcroft 'Cobalt Clematis' vase c.1934

Cobalt Clematis Moorcroft Vase (1934)

Walter Moorcroft 'Cobalt Clematis' vase c.1934

Moorcroft 'Clematis' vase on a blue ground, the base with…

Moorcroft Clematis Vase on Blue Ground

Moorcroft 'Clematis' vase on a blue ground, the base with painted initials & impressed 'Moorcroft Made in England'. Height 12.5m

Walter Moorcroft, small Clematis ginger jar, C.1950s, with…

Moorcroft Clematis Ginger Jar with Labels, C.1950s

Walter Moorcroft, small Clematis ginger jar, C.1950s, with original labels on lid and base and 769. Minor imprefection to lid glaze., height 10.5 cm, diameter 8.5 cm, weight 266g

William Moorcroft, Clematis spherical vase, C. 1930, impressed…

Moorcroft Clematis Spherical Vase

William Moorcroft, Clematis spherical vase, C. 1930, impressed signature 'W Moorcroft Potter to H.M the Queen, Made in England, height 11 cm, diameter 10.5 cm, weight 344g

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)

Moorcroft Clematis vase. Tubelined decoration. Impressed…

Moorcroft Clematis Tubelined Vase

Moorcroft Clematis vase. Tubelined decoration. Impressed factory marks and signature to base. Height 16 cm

Moorcroft 'Clematis' display plate, signed and stamp to back,…

Signed Moorcroft 'Clematis' Display Plate, 26cm Diameter

Moorcroft 'Clematis' display plate, signed and stamp to back, diameter 26 cm

Moorcroft 'Cobalt Clematis' vase (Walter Royal Warrant label) c.…

Walter Moorcroft 'Cobalt Clematis' Vase (1934)

Moorcroft 'Cobalt Clematis' vase (Walter Royal Warrant label) c.1934

Moorcroft ovoid vase, decorated with the clematis pattern,…

Moorcroft Clematis Ovoid Vase, 18cm Height

Moorcroft ovoid vase, decorated with the clematis pattern, height 18 cm

Large Moorcroft clematis vase, signed to base 22 cm high

Signed Moorcroft Clematis Vase, 22cm High

Large Moorcroft clematis vase, signed to base 22 cm high

Walter Moorcroft, vase, c. 1947, 'Clematis' pattern, of…

Moorcroft Clematis Vase, 1947

Walter Moorcroft, vase, c. 1947, 'Clematis' pattern, of globular form, decorated with pink and purple flowers on a green and blue ground, signed in blue 'W. M.', impressed facsimile signature and 'Potter to H.M. the Queen, Made in England, height 15.5 cm.…

Walter Moorcroft, vase, c. 1947, 'Clematis' pattern, of…

Moorcroft Clematis Vase, 1947

Walter Moorcroft, vase, c. 1947, 'Clematis' pattern, of baluster form, decorated with continuous band of flowers, against blue and green ground, signed in blue 'W. M.', impressed facsimile signature and 'Potter to H.M. the Queen, Made in England, height…

Walter Moorcroft, vase, c. 1947, 'Clematis' pattern, of ovoid…

Moorcroft Clematis Vase, 1947

Walter Moorcroft, vase, c. 1947, 'Clematis' pattern, of ovoid form, decorated with continuous band of flowers against a blue and green ground, signed in blue 'W. M.', impressed facsimile signature and 'Potter to H.M. the Queen, Made in England, height 23…

Moorcroft 'Clematis' bowl on a blue ground, the base with…

Moorcroft Clematis Bowl on Blue Ground

Moorcroft 'Clematis' bowl on a blue ground, the base with painted initials & impressed 'Moorcroft made in England'. Condition: good, minor wear to the base. Diameter 16 cm

A Moorcroft 'Clematis' vase, 1949-1986 period, design…

Moorcroft Clematis Vase - 1949-1986 Period

A Moorcroft 'Clematis' vase, 1949-1986 period, design introduced circa 1938, the globular vase with a waisted everted rim tubelined and decorated with maroon, purple blue and plum clematis blooms with yellow stamens and olive foliage upon a light to dark…

A Walter Moorcroft Pottery Clematis globular vase. Painted blue…

Moorcroft Clematis Vase

A Walter Moorcroft Pottery Clematis globular vase. Painted blue signature with impressed factory marks. Height 15.2 cm

Moorcroft 'Clematis' mantel vase. Height 19.5 cm

Moorcroft Clematis Mantel Vase - 19.5 cm

Moorcroft 'Clematis' mantel vase. Height 19.5 cm

Moorcroft 'Clematis' plate on a blue ground, the base with…

Moorcroft Clematis Plate on Blue Ground

Moorcroft 'Clematis' plate on a blue ground, the base with painted initials & impressed 'Moorcroft Made in England'. Condition good, minor wear to the base. Diameter 25.5 cm

A Moorcroft Clematis design miniature vase designed by Walter…

Walter Moorcroft Clematis Miniature Vase

A Moorcroft Clematis design miniature vase designed by Walter Moorcroft. 8 cm high

A Moorcroft Clematis design vase. Designed by Walter Moorcroft.…

Walter Moorcroft Clematis Vase - 10cm

A Moorcroft Clematis design vase. Designed by Walter Moorcroft. 10 cm high

A Clematis design miniature Moorcroft vase designed by Walter…

Walter Moorcroft Clematis Miniature Vase - 10cm

A Clematis design miniature Moorcroft vase designed by Walter Moorcroft. 10 cm high

A Moorcroft clematis decorated vase, ovoid form, deep mauve,…

Moorcroft Clematis Vase with Mauve and Green Gradation

A Moorcroft clematis decorated vase, ovoid form, deep mauve, soft red & pale tones to the florals, the green ground graduated to dark blue. Impressed signature mark and initials painted in blue. Height 13 cm

Moorcroft clematis pin dish

Moorcroft Clematis Pin Dish

Moorcroft clematis pin dish

Moorcroft Clemitis vase, Royal Warrant label c.1953

Royal Warrant Moorcroft Clematis Vase (1953)

Moorcroft Clemitis vase, Royal Warrant label c.1953

A Moorcroft Pottery Clematis pattern vase dated 1983. Limited…

Limited Edition Moorcroft Clematis Vase, Signed by Walter Moorcroft

A Moorcroft Pottery Clematis pattern vase dated 1983. Limited edition 83/200. Signed by Walter Moorcroft. Height 24 cm

A small Moorcroft Clematis dish on blue ground

Blue Moorcroft Clematis Dish

A small Moorcroft Clematis dish on blue ground

A Walter Moorcroft clematis ginger jar impressed and signed.…

Signed Walter Moorcroft Clematis Ginger Jar

A Walter Moorcroft clematis ginger jar impressed and signed. Height 15.5 cm. Diameter 13.5 cm

A Moorcroft Clematis bowl, circa 1970s-80s, from an original…

Moorcroft Clematis Bowl, 1970s-80s Design

A Moorcroft Clematis bowl, circa 1970s-80s, from an original late 1930s design, the tubed lined design in muted blues, purples, plum and pink upon a cobalt ground; with impressed marks and green signature underside of 1949-1986 period. Height 5.5 cm.…

A Walter Moorcroft jardinere, in the clematis pattern. Height…

Moorcroft Clematis Jardiniere - 16.5 cm Height

A Walter Moorcroft jardinere, in the clematis pattern. Height 16.5 cm. Good condition

Walter Moorcroft clematis vase

Moorcroft Clematis Vase

Walter Moorcroft clematis vase

A Walter Moorcroft baluster clematis decorated vase, the purple,…

Moorcroft Clematis Vase

A Walter Moorcroft baluster clematis decorated vase, the purple, blue, red and pale tone florals with green variable leaves on a graduated green to dark blue ground, painted initials in blue, impressed marks and paper label to base. Height 16.5 cm

A William Moorcroft Pottery Clematis bowl. This design first…

Moorcroft Clematis Bowl, Signed

A William Moorcroft Pottery Clematis bowl. This design first drawn by William Moorcroft c.1938 and developed by Walter Moorcroft post 1946. Signed green signature with impressed marks. Diameter 16 cm

Moorcroft: group of six vases 'Clematis' & 'Anemone' patterns…

Moorcroft Group: Clematis & Anemone Vases on Blue/Green Grounds

Moorcroft: group of six vases 'Clematis' & 'Anemone' patterns on blue & green grounds. Ranging in size from 7.5 cm to 9.5 cm

A William Moorcroft Clematis vase c.1940's, decorated pottery…

Moorcroft Clematis Vase, 1940s

A William Moorcroft Clematis vase c.1940's, decorated pottery signed blue signature with impressed marks. Height 24 cm

A William Moorcroft Clematis vase c.1940's, decorated pottery…

Moorcroft Clematis Vase, 1940s

A William Moorcroft Clematis vase c.1940's, decorated pottery signed blue signature with impressed marks. Height 16.8 cm

A pair of Moorcroft 'Clematis' lamp bases, Introduced 1938,…

Moorcroft 'Clematis' Lamp Bases - Floral Ovoid Design

A pair of Moorcroft 'Clematis' lamp bases, Introduced 1938, with further development between 1946-75, of ovoid form with a circular foot, with plum, purple and light olive flowers over a cobalt ground; impressed marks underside. Height 31.5 cm.

Pair Moorcroft (unmarked) Clematis posy vases. On blue ground.…

Blue Clematis Posy Vases (Pair)

Pair Moorcroft (unmarked) Clematis posy vases. On blue ground. Height 7.5 cm (each)

Moorcroft vase, Clematis, c1935, 13 cm

Clematis Moorcroft Vase, 1935

Moorcroft vase, Clematis, c1935, 13 cm