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 Sally Tuffin finch bird dish impressed to base,…

Moorcroft Finch Bird Dish, 12cm Diameter

Moorcroft Sally Tuffin finch bird dish impressed to base, diameter 12 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 Rachel Bishop, Moorcroft, M.C.C, Errum lily detail pin dish,…

Rachel Bishop Moorcroft Pin Dish 2003

A Rachel Bishop, Moorcroft, M.C.C, Errum lily detail pin dish, 2003, signature to back, diameter 12 cm

A small Moorcroft Pansy bowl, D. 9 cm

Moorcroft Pansy Bowl - Petite Beauty

A small Moorcroft Pansy bowl, D. 9 cm

Moorcroft small dish

Moorcroft Mini Dish

Moorcroft small dish

Moorcroft dish magnolia pattern, 12 cm diameter

Moorcroft Magnolia Dish - 12cm Diameter

Moorcroft dish magnolia pattern, 12 cm diameter

Moorcroft dish 12 cm diameter, designer's monogram to base,…

Moorcroft Dish with Designer's Monogram, 2004

Moorcroft dish 12 cm diameter, designer's monogram to base, circa 2004, boxed

Moorcroft dish 12 cm diameter, designer's monogram to base,…

Moorcroft Designer Dish, Circa 2006

Moorcroft dish 12 cm diameter, designer's monogram to base, circa 2006

Moorcroft dish 12 cm diameter, designer's monogram to base,…

Moorcroft Designer Dish, 2006

Moorcroft dish 12 cm diameter, designer's monogram to base, circa 2006, boxed

Moorcroft dish 11 x 7.5 cm

Moorcroft Dish: 11x7.5cm

Moorcroft dish 11 x 7.5 cm

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

An amphora small vase and a Moorcroft bowl, the small Art Deco…

Amphora Vase and Moorcroft Bowl Set

An amphora small vase and a Moorcroft bowl, the small Art Deco Imperial amphora vase (Czechoslovakia, c1920), baluster shape with vibrant enamel colours geometric design on cream speckled ground; stamped and numbered to underside; and a small Moorcroft…

Moorcroft small dish, Pansy pattern

Moorcroft Pansy Dish

Moorcroft small dish, Pansy pattern

Small Walter Moorcroft bowl 11.5 cm diameter, 4 cm high approx,…

Small Moorcroft Bowl with Box

Small Walter Moorcroft bowl 11.5 cm diameter, 4 cm high approx, a Moorcroft box is included

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

William Moorcroft, pomegranate pin bowl, C.1925, signed in…

Moorcroft Pomegranate Pin Bowl

William Moorcroft, pomegranate pin bowl, C.1925, signed in monogram, impressed marks 'Moorcroft Burslem' number indistinct., height 3 cm, diameter 11 cm, weight 176g

Small Moorcroft bowl, Orchid

Moorcroft Orchid Bowl

Small Moorcroft bowl, Orchid

Moorcroft ash bowl, 22 cm wide approx.

Moorcroft Ash Bowl - 22cm Wide

Moorcroft ash bowl, 22 cm wide approx.

Walter Moorcroft 'Anemone' bowl impressed stamp to base,…

Moorcroft Anemone Bowl, 11.5 cm Diameter

Walter Moorcroft 'Anemone' bowl impressed stamp to base, diameter 11.5 cm.

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

Moorcroft spring pattern pin dish, of circular form with…

Moorcroft Floral Pin Dish with Cobalt Glaze

Moorcroft spring pattern pin dish, of circular form with inverted rim, the interior decorated with floral bouquet, in tones of red, yellow green and purple with exterior cobalt glaze, marks to base, diameter 11 cm

Moorcroft flambe pin dish, decorated with poppy, in tones of…

Moorcroft Poppy Flambe Pin Dish

Moorcroft flambe pin dish, decorated with poppy, in tones of red and green, diameter 8 cm

Moorcroft powder blue coffee pot and six coffee cans with…

Moorcroft Powder Blue Coffee Set

Moorcroft powder blue coffee pot and six coffee cans with saucers and sugar bowl

Moorcroft tiny bowl

Moorcroft Miniature Bowl

Moorcroft tiny bowl

A Moorcroft bowl, Pink Damask pattern, designer Philip Gibson…

Philip Gibson Pink Damask Moorcroft Bowl

A Moorcroft bowl, Pink Damask pattern, designer Philip Gibson (2004) shape 71/6. Signed by the designer and numbered 200, diameter 15 cm. Historic retail $NZ700

Moorcroft pansy design pin dish

Moorcroft Pansy Pin Dish

Moorcroft pansy design pin dish

Moorcroft 'Sweet Pea' 4 inch dish, signed to base

Moorcroft Sweet Pea 4" Signed Dish

Moorcroft 'Sweet Pea' 4 inch dish, signed to base

Moorcroft 'Anenome' 4 inch dish, signed to base

Signed Moorcroft Anenome 4" Dish

Moorcroft 'Anenome' 4 inch dish, signed to base

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 'leaf and berry' bowl impressed mark and signature to…

Moorcroft Leaf and Berry Bowl

Moorcroft 'leaf and berry' bowl impressed mark and signature to base, diameter 10.5 cm

Small Moorcroft bowl 11 cm diameter, 5 cm high approx, a…

Moorcroft Bowl with Box

Small Moorcroft bowl 11 cm diameter, 5 cm high approx, a Moorcroft box is included

Moorcroft Pottery dish, Columbine, designed by Walter Moorcroft,…

Walter Moorcroft Columbine Pottery Dish (1980)

Moorcroft Pottery dish, Columbine, designed by Walter Moorcroft, c1980. Impressed mark. 18.5 cm diameter

Moorcroft anemone small bowl impressed mark to base, diameter…

Moorcroft Anemone Small Bowl - 11.5cm Diameter

Moorcroft anemone small bowl impressed mark to base, diameter 11.5 cm

Moorcroft Columbine pattern bowl, the interior centrally…

Moorcroft Columbine Bowl, 11 cm Diameter

Moorcroft Columbine pattern bowl, the interior centrally decorated with large flower and foliage, in tones of red, yellow and blue on a cobalt ground, mark to base, diameter 11 cm

A Moorcroft Juneberry design bowl 16 cm in diameter

Moorcroft Juneberry Bowl - 16cm Diameter

A Moorcroft Juneberry design bowl 16 cm in diameter

A group of Moorcroft ceramics including. Diamond shaped dish,…

Moorcroft Ceramics Set: Dish, Birds, Peaches, Vase

A group of Moorcroft ceramics including. Diamond shaped dish, length 14.5 cm, birds and peaches dish, length 20 cm and miniature vase, height 5.5 cm

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 small shallow 'Fallow Deer' bowl, designer Kerry…

Limited Edition Moorcroft Fallow Deer Bowl by Kerry Goodwin

A Moorcroft small shallow 'Fallow Deer' bowl, designer Kerry Goodwin (2005) limited edition, numbered 150 of 150, diameter 11.5 cm. Not in original box.

Art Nouveau Moorcroft style bowl signed R Dean

Moorcroft-inspired Art Nouveau Bowl by R. Dean

Art Nouveau Moorcroft style bowl signed R Dean

Moorcroft 'Bramble' 4 inch dish, signed to base

Signed Moorcroft 'Bramble' 4" Dish

Moorcroft 'Bramble' 4 inch dish, signed to base

Small Moorcroft floral bowl

Moorcroft Floral Bowl

Small Moorcroft floral bowl

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 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, 'Australian Flowers' dish, 2000, impresed and…

Moorcroft Australian Flowers Dish

Moorcroft, 'Australian Flowers' dish, 2000, impresed and inscribed Moorcroft, Made in England, Stoke on Trent, Wm, 2001, 11.5 cm diameter

Moorcroft Anemones pattern fruit bowl 26 cm diameter

Moorcroft Anemones Fruit Bowl - 26cm Diameter

Moorcroft Anemones pattern fruit bowl 26 cm diameter

Moorcroft flat small bowl

Small Moorcroft flat bowl

Moorcroft flat small bowl

W. Moorcroft flambe small dish

Flambe Small Dish by W. Moorcroft

W. Moorcroft flambe small dish

Walter Moorcroft pottery pansy decorated small shallow bowl,…

Moorcroft Pansy Shallow Bowl, Signed

Walter Moorcroft pottery pansy decorated small shallow bowl, signed to base

Moorcroft anemone dish factory marks to base, 12 cm diameter

Moorcroft Anemone Dish with Factory Mark - 12cm Diameter

Moorcroft anemone dish factory marks to base, 12 cm diameter

Moorcroft dish, 11 cm diameter approx

Small Moorcroft dish

Moorcroft dish, 11 cm diameter approx

John Moorcroft deep bowl magnolia pattern circa 1990 16 cm…

Moorcroft Magnolia Deep Bowl - 16cm Diameter

John Moorcroft deep bowl magnolia pattern circa 1990 16 cm diameter

Pin dish Moorcroft violets design, Sally Tuffin c.1987, 20 cm…

Moorcroft Violet Pin Dish by Sally Tuffin (1987)

Pin dish Moorcroft violets design, Sally Tuffin c.1987, 20 cm wide

Small dish, leaves and fruit, by William Moorcroft, 11 cm wide

Moorcroft's Leafy Fruit Dish

Small dish, leaves and fruit, by William Moorcroft, 11 cm wide

Early William Moorcroft 'Pomegranate' bowl rectangular bowl',…

William Moorcroft 'Pomegranate' Bowl with Impressed Mark

Early William Moorcroft 'Pomegranate' bowl rectangular bowl', Pomegranate' pattern, on olive green ground, signed to base, and also with impressed mark, 21 cm. Note: crack to two corners.

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

William Moorcroft painted leaf bowl decorated on pale green…

Moorcroft Leaf Bowl on Pale Green Ground

William Moorcroft painted leaf bowl decorated on pale green ground, marked to base, diameter 11.5 cm

William Moorcroft blossom decorated bowl decorated on dark blue…

Moorcroft Blossom Bowl, Blue Ground, 11cm Diameter

William Moorcroft blossom decorated bowl decorated on dark blue ground, marked to base, diameter 11 cm

Moorcroft 'Anemone' small bowl marked to base with paper…

Moorcroft Anemone Small Bowl with Label, 7.5 cm

Moorcroft 'Anemone' small bowl marked to base with paper transfer label, diameter 7.5 cm

William Moorcroft pomegranate dish, with silver plate rim,…

Moorcroft Pomegranate Dish with Silver Rim, C1928-1949

William Moorcroft pomegranate dish, with silver plate rim, C1928-1949, impressed mark and green initials to base, diameter 11 cm small chip to bottom rim

William Moorcroft 'Fruit & Berries' small dish, on blue ground,…

Moorcroft Fruit & Berries Small Dish

William Moorcroft 'Fruit & Berries' small dish, on blue ground, signed to base. Diameter 11 cm

Moorcroft 'Orchard' dish impressed mark to base, diameter 11.5…

Moorcroft 'Orchard' dish impressed mark to base, diameter 11.5 cm

Moorcroft 'Orchard' dish impressed mark & signed to base,…

Moorcroft 'Orchard' dish impressed mark & signed to base, diameter 11 cm

A Moorcroft 'Pansy' pin dish, cira mid-1990s, polychrome panies…

Moorcroft Pansy Pin Dish by Rachel Bishop

A Moorcroft 'Pansy' pin dish, cira mid-1990s, polychrome panies on a burgundy background,designed by Rachel Bishop, diameter 20 cm

Moorcroft clematis pin dish

Moorcroft Clematis Pin Dish

Moorcroft clematis pin dish

A small Moorcroft Clematis dish on blue ground

Blue Moorcroft Clematis Dish

A small Moorcroft Clematis dish on blue ground

William Moorcroft, yacht yellow Ochre ground lidded bowl, C.…

Moorcroft Yellow Ochre Yacht Bowl, 1930

William Moorcroft, yacht yellow Ochre ground lidded bowl, C. 1930, signed in monogram and with impressed signature, impressed marks 'Made in England, Potter to HM the Queen, height 11 cm, diameter 15.5 cm, weight 836g

Moorcroft small bowl, anemone

Anemone Moorcroft Small Bowl

Moorcroft small bowl, anemone

Moorcroft small bowl 'Anemone' label to base

Moorcroft Anemone Small Bowl with Label

Moorcroft small bowl 'Anemone' label to base

Moorcroft 'Orchard' dish, diameter 11 cm approx

Moorcroft Orchard Dish - 11cm Diameter

Moorcroft 'Orchard' dish, diameter 11 cm approx

Small Moorcroft 'Anemone' dish D12 cm approx, together with box

Moorcroft Anemone Dish with Box

Small Moorcroft 'Anemone' dish D12 cm approx, together with box

Small Moorcroft 'butterflies' dish D12 cm approx

Mini Moorcroft Butterflies Dish

Small Moorcroft 'butterflies' dish D12 cm approx

Moorcroft a vase and pin dish

Moorcroft Vase and Pin Dish Set

Moorcroft a vase and pin dish

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

Moorcroft oval bowl 23 x 13.5 cm, 5 cm depth, circa 1995

Moorcroft Oval Bowl, Circa 1995

Moorcroft oval bowl 23 x 13.5 cm, 5 cm depth, circa 1995

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

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 ' Magnolia' shallow bowl decorated on cobalt…

Moorcroft Magnolia Cobalt Blue Shallow Bowl

Walter Moorcroft ' Magnolia' shallow bowl decorated on cobalt blue ground, signature to base, diameter 21.5 cm

A Moorcroft pin dish. Length 20 cm

Moorcroft Pin Dish - 20cm Length

A Moorcroft pin dish. Length 20 cm

Moorcroft Leicester pin dish. Designed by Sally Tuffin, 1995.…

Sally Tuffin Moorcroft Leicester Pin Dish

Moorcroft Leicester pin dish. Designed by Sally Tuffin, 1995. Diameter 12 cm

Moorcroft violet pin dish. On blue ground. Printed mark to base.…

Moorcroft Violet Pin Dish on Blue Ground

Moorcroft violet pin dish. On blue ground. Printed mark to base. Diameter 12 cm

A Moorcroft Columbine design dish. Designed by Walter Moorcroft…

Moorcroft Columbine Dish by Walter Moorcroft (1980)

A Moorcroft Columbine design dish. Designed by Walter Moorcroft 1980. 12 cm diameter

A small Moorcroft pansy bowl 10 cm

Moorcroft Pansy Bowl - Petite and Delicate

A small Moorcroft pansy bowl 10 cm

Moorcroft trefoil small dish, label

Moorcroft Trefoil Dish with Label

Moorcroft trefoil small dish, label

A Moorcroft Pottery wattle pattern dish, 11.5 cm diameter

Moorcroft Wattle Dish, 11.5 cm Diameter

A Moorcroft Pottery wattle pattern dish, 11.5 cm diameter

A modern Moorcroft circular shallow dish, decorated with…

Peacock Feather Moorcroft Dish (26cm)

A modern Moorcroft circular shallow dish, decorated with peacock feathers. Printed and impressed marks. Diameter 26 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 small William Moorcroft 'Pomegranate' bowl, with interior…

William Moorcroft Pomegranate Bowl - 10cm

A small William Moorcroft 'Pomegranate' bowl, with interior decoration, signature and impressed mark to base. Diameter 10 cm

Moorcroft powder blue teaset, comprising of 6 cups with saucers,…

Moorcroft Powder Blue Teaset, 1920s

Moorcroft powder blue teaset, comprising of 6 cups with saucers, a milk jug and sugar bowl, circa 1920s

A modern Moorcroft 'Anemone' bowl, with initials and impressed…

Modern Moorcroft 'Anemone' Bowl with Box

A modern Moorcroft 'Anemone' bowl, with initials and impressed mark to base, with box, diameter 15.5 cm.

Moorcroft 'aquilegia' bowl paper label to base, diameter 11 cm

Moorcroft Aquilegia Bowl with Paper Label - 11cm Diameter

Moorcroft 'aquilegia' bowl paper label to base, diameter 11 cm