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 hibiscus patterned flower trough, long…

Moorcroft Hibiscus Flower Trough

A William Moorcroft hibiscus patterned flower trough, long rectangular form, dominant red and yellow flowers with green leaves on blue ground. Length 20 cm height 6.3 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 Hibiscus comport 19 cm diameter approx.

Moorcroft Hibiscus Comport - 19cm Diameter

Moorcroft Hibiscus comport 19 cm diameter approx.

Moorcroft pear shaped vase, with spreading lip, decorated with…

Hibiscus Moorcroft Vase - Cobalt & Pink

Moorcroft pear shaped vase, with spreading lip, decorated with trailed hibiscus in tones of green and pink on cobalt ground, height 13 cm

Moorcroft 'Hibiscus' pattern vase, circa 1950s, round Royal…

1950s Moorcroft 'Hibiscus' Royal Warrant Vase

Moorcroft 'Hibiscus' pattern vase, circa 1950s, round Royal Warrant paper label 'By Appointment, W. Moorcroft, Potters to the late Queen Mary, 19 cm high

A William Moorcroft bottle vase, Hibiscus pattern on dark blue…

William Moorcroft Hibiscus Bottle Vase

A William Moorcroft bottle vase, Hibiscus pattern on dark blue background. Brushpoint initials, impressed factory marks and paper label under the base. Height 21 cm

Moorcroft Hibiscus vase. On green ground. Height 16 cm

Green Hibiscus Moorcroft Vase - 16cm Height

Moorcroft Hibiscus vase. On green ground. Height 16 cm

Two Moorcroft rectangular dishes- both Hibiscus, designed by…

Walter Moorcroft Hibiscus Rectangular Dishes (Pair)

Two Moorcroft rectangular dishes- both Hibiscus, designed by Walter Moorcroft, factory sticker and impressed mark to base, width 20 cm

Moorcroft Hibiscus table cigarette lighter with original…

Moorcroft Hibiscus Table Lighter with Sticker Label

Moorcroft Hibiscus table cigarette lighter with original sticker label to the base. Height 11 cm

Moorcroft blue Hibiscus dish, 4.5'

Moorcroft Blue Hibiscus Dish - 4.5"

Moorcroft blue Hibiscus dish, 4.5'

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 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, impressed marks, signature and paper…

Moorcroft Hibiscus Vase - Impressed Marks & Signature

Moorcroft 'Hibiscus' vase, impressed marks, signature and paper sticker to base, 21 cm high approx

Moorcroft boxed circa 2002 jug Hibiscus moon pattern signed…

Moorcroft Hibiscus Moon Jug, Signed & Limited Edition

Moorcroft boxed circa 2002 jug Hibiscus moon pattern signed Sian Leeper led ed 67/250 12 cm

A Moorcroft mark to base jar with lid decorated with

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

Suite of three Moorcroft pottery bowls with

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

Walter Moorcroft Hibiscus vase. Hibiscus design on blue ground.…

Blue Hibiscus Vase by Walter Moorcroft

Walter Moorcroft Hibiscus vase. Hibiscus design on blue ground. Height 19 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.

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 '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

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

Walter Moorcroft 'Hibiscus' vase marked to base, height 11 cm

Moorcroft Hibiscus Vase - 11cm Height

Walter Moorcroft 'Hibiscus' vase marked to base, height 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 Walter Moorcroft Pottery Hibiscus vase mid 20th century…

Mid-century Moorcroft Hibiscus Vase, Signed

A Walter Moorcroft Pottery Hibiscus vase mid 20th century signed makers marks to base, height: 9.2 cm

Two Walter Moorcroft 'Hibiscus' bowls each decorated on cobalt…

Pair of Walter Moorcroft 'Hibiscus' Cobalt Bowls

Two Walter Moorcroft 'Hibiscus' bowls each decorated on cobalt blue ground, marked to bases, diameter 8 cm and 9.5 cm

Pair of Moorcroft Hibiscus pattern pots, 6 cm heights

Moorcroft Hibiscus Pot Pair - 6cm

Pair of Moorcroft Hibiscus pattern pots, 6 cm heights

Moorcroft bowl, of circular form, with sloping sides, the…

Coral Hibiscus Moorcroft Bowl

Moorcroft bowl, of circular form, with sloping sides, the interior decorated with central hibiscus in coral tones on brown ground, diameter 14 cm

A Moorcroft Hibiscus pin dish, blue overglaze with a red…

Blue Moorcroft Hibiscus Pin Dish with Red Flower

A Moorcroft Hibiscus pin dish, blue overglaze with a red hibiscus flower, label to base, diameter 12 cm

Moorcroft bowl of circular form, with sloping sides, the…

Hibiscus Moorcroft Bowl

Moorcroft bowl of circular form, with sloping sides, the interior decorated with central hibiscus in coral tones on brown ground, depth 14 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

Two Walter Moorcroft 'Hibiscus' pieces including posy vase,…

Walter Moorcroft Hibiscus Vase and Bowl Set

Two Walter Moorcroft 'Hibiscus' pieces including posy vase, height 10 cm and small bowl, diameter 9 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

Moorcroft Hibiscus pattern ash tray, 16 x 9 cm approx

Moorcroft Hibiscus Ash Tray - 16 x 9 cm

Moorcroft Hibiscus pattern ash tray, 16 x 9 cm approx

Moorcroft vase of pear form, decorated with trailing hibiscus,…

Hibiscus Moorcroft Vase

Moorcroft vase of pear form, decorated with trailing hibiscus, in tones of red, blue, green and yellow on a green ground, height 16 cm

Moorcroft Hibiscus lidded trinket box width 13 cm

Moorcroft Hibiscus Trinket Box - 13cm Width

Moorcroft Hibiscus lidded trinket box width 13 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

Moorcroft 'Hibiscus' vase height 13 cm.

Small 'Hibiscus' Moorcroft Vase - 13cm

Moorcroft 'Hibiscus' vase height 13 cm.

A Moorcroft baluster pottery vase in the Hibiscus pattern on an…

Moorcroft Hibiscus Vase, Ivory Ground, 13.5cm

A Moorcroft baluster pottery vase in the Hibiscus pattern on an ivory ground. Impressed marks and original label. Height 13.5 cm

Moorcroft hibiscus candlestick

Moorcroft Hibiscus Candle Holder

Moorcroft hibiscus candlestick

Walter Moorcroft 'Hibiscus' posy vase decorated on yellow…

Yellow Hibiscus Posy Vase by Walter Moorcroft

Walter Moorcroft 'Hibiscus' posy vase decorated on yellow ground, marked to base with paper label intact, height 10.5 cm

Walter Moorcroft 'Hibiscus' lidded trinket box, signed and…

Signed Moorcroft 'Hibiscus' Lidded Trinket Box, 12 cm Width

Walter Moorcroft 'Hibiscus' lidded trinket box, signed and factory stamp to base, width 12 cm

Moorcroft Hibiscus plate. Cream ground. Original label attached.…

Moorcroft Hibiscus Plate with Label and Crack

Moorcroft Hibiscus plate. Cream ground. Original label attached. Fine crack to rim. Diameter 22 cm

Moorcroft Hibiscus ashtray, 15 cm long approx.

Moorcroft Hibiscus Ashtray - 15cm

Moorcroft Hibiscus ashtray, 15 cm long approx.

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 '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

Two Moorcroft ashtrays, slipper orchid and hibiscus patterns,…

Moorcroft Ashtrays: Slipper Orchid & Hibiscus Patterns

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

Moorcroft pin dish, decorated with central Hibiscus in tones of…

Hibiscus Moorcroft Pin Dish, 12cm Diameter

Moorcroft pin dish, decorated with central Hibiscus in tones of apricot on a dark green ground, diameter 12 cm