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 exercise control over Moorcroft until 1962.
Moorcroft's reputation was further enhanced with the appointment of the Moorcroft company as Potter to HM The Queen in 1928. more...On the death of William Moorcroft in 1945, his elder son, Walter, took over management and design and he continued in this position until his retirement in 1987, after which he continued contributing to Moorcroft designs.
During the tenure of Walter Moorcroft, the Liberty store's interest in Moorcroft was purchased by Moorcroft in 1962.
In the 1980s Moorcroft got into financial difficulties as a result of rising wages and fuel, which were exacerbated by the labour intensive techniques employed by Moorcroft and the company went through several changes in ownership with the result that from 1993 the company was controlled by the Edwards family, which is still the case.
The young 24 year old designer Rachel Bishop joined Moorcroft in 1993, as only its fourth designer in almost a hundred years and her designs become immediately popular. In 1997 the Moorcroft Design Studio was formed with eight designers, and with Rachel Bishop as head designer.
Moorcroft celebrated its centenary in 1997, marking the year that William Moorcroft joined MacIntyre as its founding date, rather than the year the company was founded.
Moorcroft is still producing art pottery in its own distinctive design style, and with astute promotion and limited edition designs including Australian flora and flora, is selling more than it did in the mid-1920’s, its previous heyday.
William Moorcroft 'Leaf and berry' pattern vase decorated with a band of leaves and berries to the shoulder under green glaze, impressed to base 'Potter to H. M. The Queen'' and 'Made in England', with impressed 'W. Moorcroft' signature. Height 38 cm
A rare William Moorcroft tall flambe glazed vase in the leaf and berry pattern, the compressed ovoid body with an exceptionally long cylindrical neck with trumpet end, the pattern design dominating the body. Impressed marks and signature, full signature in
An early Walter Moorcroft baluster leaf and berry vase, traditional tones of soft red, green and yellow on rich deep blue ground. Impressed marks including 'Potter to H.M. The Queen' and initials in blue. Height 15.5 cm
A good William Moorcroft tall flambe vase, leaf and berry design, elongated ovoid form, the exceptional even red flambe glaze highlighting the green, yellow and blue tones, impressed marks and signature, paper label to base. Height 26 cm
A William Moorcroft large flambe leaf and berry design vase, wide open mouth, ovoid body, wide tapered short foot, traditional rich red glaze, indigo to the base, impressed marks including full signature, painted initials in blue. Height 22.5 cm
A William Moorcroft flambe glaze leaf and berry design vase, wide ovoid form with short everted rim, traditional tones, the flambe glaze dominated to the wide patterned band, graduated blue/green either side. Impressed marks including signature, initials p
A William Moorcroft flambe glaze leaf and berry design vase, the ovoid body with wide mildly tapered flat foot, rich red glaze over the blue, green and yellow tones, impressed marks and signature, initials painted in blue. Height 14.5 cm
A William Moorcroft flambe glaze leaf and berry design vase, inverse baluster form, rich red partial glaze over the blue, green and yellow tones, impressed marks including full signature and painted initials in blue. Height 18.7 cm
A William Moorcroft flambe glaze leaf and berry vase of ovoid form with short flared rim, the rich red glaze over the green, blue and yellow tones, impressed marks including signature and with paper label to base. Height 12.5 cm
A William Moorcroft leaf and berry vase of baluster form with moulded leaves and berries on deep blue ground with initialled Wm, impressed signature and also impressed potters to her Majesty, the Queen Mary.14 cm high.
A rare waisted cylindrical William Moorcroft vase with flared rim. Celadon green ground decorated with fruit and leaves in white quatrefoil shaped cartouches. Painted berry and leaf decoration to base of vase and interior rim. Impressed factory marks
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