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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Moorcroft pin dish, of circular form, decorated with a central…

Moorcroft Hibiscus Pin Dish

Moorcroft pin dish, of circular form, decorated with a central hibiscus, in tones of yellow, purple and lavender on a green ground, diameter 11 cm

Moorcroft pottery vase decorated with hibiscus flowers, height…

Hibiscus Moorcroft Pottery Vase, 9.5 cm

Moorcroft pottery vase decorated with hibiscus flowers, height 9.5 cm

Walter Moorcroft pottery vase decorated with hibiscus flowers…

Moorcroft Hibiscus Vase

Walter Moorcroft pottery vase decorated with hibiscus flowers against green ground, height 26.5 cm

Walter Moorcroft Hibiscus pattern vase, c.1950's, of baluster…

Moorcroft Hibiscus Vase, 1950s

Walter Moorcroft Hibiscus pattern vase, c.1950's, of baluster form, decorated with hibiscus and foliage, in tones of red, green, yellow and purple, on a mottled blue and green ground, height 26 cm

Walter Moorcroft hibiscus green vase, c.1950, signed, height 9…

Signed Moorcroft Hibiscus Green Vase, 1950

Walter Moorcroft hibiscus green vase, c.1950, signed, height 9 cm

Walter Moorcroft hibiscus vase, Royal Warrant label c.1950,…

Signed Moorcroft Hibiscus Vase with Royal Warrant Label

Walter Moorcroft hibiscus vase, Royal Warrant label c.1950, signed, height 21.2 cm

Walter Moorcroft 'Hibiscus' decorated pottery vase c.1950,…

Moorcroft Hibiscus Pottery Vase, 1950

Walter Moorcroft 'Hibiscus' decorated pottery vase c.1950, height 13 cm

Walter Moorcroft 'Hibiscus' pottery vase with Royal Warrant…

Moorcroft Hibiscus Pottery Vase with Royal Warrant Label

Walter Moorcroft 'Hibiscus' pottery vase with Royal Warrant label c.1950, signed, height 15.5 cm

A William Moorcroft vase, in the Hibiscus flowers patterns, on…

1964 Moorcroft Hibiscus Vase

A William Moorcroft vase, in the Hibiscus flowers patterns, on white ground, signed and dated 1964, in green underglaze, stamped Moorcroft

Pair of Moorcroft Hibiscus pattern pots, 6 cm heights

Moorcroft Hibiscus Pot Pair - 6cm

Pair of Moorcroft Hibiscus pattern pots, 6 cm heights

Two Moorcroft ashtrays, slipper orchid and hibiscus patterns,…

Moorcroft Ashtrays: Slipper Orchid & Hibiscus Patterns

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

A William Moorcroft Hibiscus pattern vase of bulbous form with…

Moorcroft Hibiscus Vase in Pink and Blue

A William Moorcroft Hibiscus pattern vase of bulbous form with pink and blue hibiscus on a deep blue ground.

Moorcroft green ground Hibiscus dish, diameter 26 cm

Moorcroft Hibiscus Dish, 26cm Diameter

Moorcroft green ground Hibiscus dish, diameter 26 cm

Moorcroft lidded 'Hibiscus' jar decorated on yellow ground,…

Moorcroft Yellow Hibiscus Lidded Jar (12cm)

Moorcroft lidded 'Hibiscus' jar decorated on yellow ground, marked to base, height 12 cm.

A Moorcroft plate, in the peach hibiscus pattern. Impressed…

Moorcroft Peach Hibiscus Plate, 22cm

A Moorcroft plate, in the peach hibiscus pattern. Impressed mark and label affixed to base, diameter 22 cm

Moorcroft Hibiscus green vase, Royal Warrant label c.1950 -…

Green Hibiscus Moorcroft Vase with Royal Warrant Label (1950)

Moorcroft Hibiscus green vase, Royal Warrant label c.1950 - height 13.5 cm

Moorcroft Hibiscus pattern limited edition plate, number 15/90…

Limited Edition Moorcroft Hibiscus Plate 15/90

Moorcroft Hibiscus pattern limited edition plate, number 15/90 made to commemorative the 90th birthday anniversary of E a Joyce & Son, Tasmania, boxed 18.5 cm diameter

Walter Moorcroft 'Hibiscus' lidded bowl, diameter 16 cm

Walter Moorcroft Hibiscus Lidded Bowl - 16cm Diameter

Walter Moorcroft 'Hibiscus' lidded bowl, diameter 16 cm

Walter Moorcroft 'Hibiscus' vase marked to base, height 21.5 cm

Moorcroft 'Hibiscus' Vase - 21.5cm

Walter Moorcroft 'Hibiscus' vase marked to base, height 21.5 cm

Walter Moorcroft 'Hibiscus' lidded bowl original paper label to…

Walter Moorcroft Hibiscus Lidded Bowl (12.5 cm)

Walter Moorcroft 'Hibiscus' lidded bowl original paper label to base, diameter 12.5 cm

Walter Moorcroft Hibiscus pattern lidded bowl 15 cm diameter, 9…

Walter Moorcroft Hibiscus Lidded Bowl - 15cm

Walter Moorcroft Hibiscus pattern lidded bowl 15 cm diameter, 9 cm high

Moorcroft Hibiscus pattern footed bowl with original paper…

Moorcroft Hibiscus Footed Bowl with Label - 16cm

Moorcroft Hibiscus pattern footed bowl with original paper label, 16 cm dia.

Moorcroft coral hibiscus posy vase impressed marks to base,…

Moorcroft Coral Hibiscus Posy Vase - 16cm Height

Moorcroft coral hibiscus posy vase impressed marks to base, height 16 cm

Moorcroft 'Hibiscus' vase paper label to base, height 9.5 cm

Moorcroft Hibiscus Vase 9.5cm with Label

Moorcroft 'Hibiscus' vase paper label to base, height 9.5 cm

Moorcroft 'Hibiscus' vase impressed mark to base, height 11 cm

Moorcroft Hibiscus Vase, 11cm Height

Moorcroft 'Hibiscus' vase impressed mark to base, height 11 cm

Moorcroft coral hibiscus vase faded paper label to base,…

Moorcroft Coral Hibiscus Vase with Faded Label

Moorcroft coral hibiscus vase faded paper label to base, diameter 11.5 cm

Moorcroft 'Hibiscus' bowl paper label to base, diameter 14.5 cm

Moorcroft 'Hibiscus' Bowl, 14.5cm Diameter

Moorcroft 'Hibiscus' bowl paper label to base, diameter 14.5 cm

Moorcroft coral hibiscus shallow bowl impressed marks and…

Moorcroft Coral Hibiscus Shallow Bowl with Labels

Moorcroft coral hibiscus shallow bowl impressed marks and original paper labels to base, diameter 22 cm

Moorcroft 'Coral HIbiscus' lidded trinket box impressed marked…

Moorcroft Coral Hibiscus Lidded Trinket Box - 7cm Diameter

Moorcroft 'Coral HIbiscus' lidded trinket box impressed marked to base, diameter 7 cm

Moorcroft coral hibiscus bowl impressed marks to base, height…

Moorcroft Coral Hibiscus Bowl - 17.5cm Height

Moorcroft coral hibiscus bowl impressed marks to base, height 17.5 cm

William Moorcroft 'Hibiscus' lidded jar with original paper…

Moorcroft 'Hibiscus' Lidded Jar with Labels - 21cm

William Moorcroft 'Hibiscus' lidded jar with original paper labels to base, height 21 cm

A Moorcroft 'Hibiscus' vase, 1970s, a frieze of tubelined coral…

Moorcroft Hibiscus Vase, 1970s

A Moorcroft 'Hibiscus' vase, 1970s, a frieze of tubelined coral hibiscus flowers upon a solid olive green ground, marked Moorcroft with impressed Made in England marks underside, height: 13.5 cm

Moorcroft Hibiscus vase limited edition 83/200 height 24 cm

Limited Edition Moorcroft Hibiscus Vase (83/200)

Moorcroft Hibiscus vase limited edition 83/200 height 24 cm

Good Walter Moorcroft 'Hibiscus' fruit bowl decorated on pale…

Walter Moorcroft Hibiscus Fruit Bowl - 25cm Diameter

Good Walter Moorcroft 'Hibiscus' fruit bowl decorated on pale green ground, marked to base, diameter 25 cm.

A collection of limited edition Hibiscus pattern Moorcroft,…

Limited Edition Hibiscus Moorcroft Collection (8 words)

A collection of limited edition Hibiscus pattern Moorcroft, circa 1972, comprising four pieces, black transfer commemorative and factory marks to bases, the largest vase 24 cm high

Moorcroft: two pieces in the Hibiscus pattern, a small dish and…

Moorcroft Hibiscus Dish and Box

Moorcroft: two pieces in the Hibiscus pattern, a small dish and a covered box, the dish with paper label to base and the box with impressed marks, diameter of bowl 12 cm

Moorcroft Hibiscus lidded trinket box width 13 cm

Moorcroft Hibiscus Trinket Box - 13cm Width

Moorcroft Hibiscus lidded trinket box width 13 cm

A Moorcroft Hibiscus pattern vase on yellow ground shading to…

Moorcroft Hibiscus Vase, 1950s

A Moorcroft Hibiscus pattern vase on yellow ground shading to pale green at base. Impressed marks and paper Royal Warrent label, c.1950s, height 18 cm

Two Moorcroft squat vases Hibiscus and closed pomegranate…

Moorcroft Hibiscus and Pomegranate Squat Vases (Set of 2)

Two Moorcroft squat vases Hibiscus and closed pomegranate pattern. The larger 11 cm

Moorcroft bowl, plain cylindrical on foot in hibiscus pattern,…

Hibiscus Moorcroft Bowl, 16cm Deep

Moorcroft bowl, plain cylindrical on foot in hibiscus pattern, 16 cm deep

A pair of Walter Moorcroft 'Hibiscus' vases, circa 1960s, the…

Pair of Walter Moorcroft Hibiscus Vases

A pair of Walter Moorcroft 'Hibiscus' vases, circa 1960s, the pair of Moorcroft Hibiscus pattern baluster vases with long necks, on yellow ground shading to pale green at the base, with impressed 'Moorcroft' and 'Made in England' marks, one with Wm…

William Moorcroft 'Hibiscus' jardiniere decorated 'Hibiscus'…

William Moorcroft 'Hibiscus' Jardiniere on Green Ground

William Moorcroft 'Hibiscus' jardiniere decorated 'Hibiscus' pattern on green ground, marked 'Wm' to base, height 18 cm; diameter 18 cm.

Good William Moorcroft 'Hibiscus' jardiniere decorated with…

William Moorcroft 'Hibiscus' Jardiniere

Good William Moorcroft 'Hibiscus' jardiniere decorated with 'Hibiscus' pattern on green ground, marked 'Wm' to base, height 18 cm; diameter 18 cm.

Walter Moorcroft tray, pen tray hibiscus, width 20.5 cm (Royal…

Moorcroft Hibiscus Pen Tray (1950)

Walter Moorcroft tray, pen tray hibiscus, width 20.5 cm (Royal Warrant label c.1950)

Suite of three Moorcroft pottery bowls with 'Anemone', and…

Suite of three Moorcroft pottery bowls with 'Anemone', and 'Hibiscus' patterns in blue and green colours diameter 11.5-16 cm

A Moorcroft bowl decorated with hibiscus flower pattern, height…

A Moorcroft bowl decorated with hibiscus flower pattern, height 9, diameter 20 cm

A Moorcroft mark to base jar with lid decorated with 'Hibiscus',…

A Moorcroft mark to base jar with lid decorated with 'Hibiscus', height 10 cm