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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William Moorcroft 'Pansies' bowl. Signed to base, with…

Moorcroft Pansies Bowl, 23 cm

William Moorcroft 'Pansies' bowl. Signed to base, with impressed mark 'Moorcroft. Made in England'. Diameter 23 cm height 10 cm

William Moorcroft 'Moonlit Blue' bowl, signed to base, with…

Moonlit Blue Moorcroft Bowl

William Moorcroft 'Moonlit Blue' bowl, signed to base, with impressed mark 'Moorcroft. Made in England'. Diameter 25.5 cm height 11 cm

A William Moorcroft 'Anemone' pattern shallow dish. Diameter 18.…

William Moorcroft Anemone Shallow Dish (18.5 cm)

A William Moorcroft 'Anemone' pattern shallow dish. Diameter 18.5 cm

Moorcroft 'Dawn' dish showing a landscape in blue tones,…

Blue Landscape Dish by Moorcroft

Moorcroft 'Dawn' dish showing a landscape in blue tones, impressed stamp to the base. Condition good, small stain, minor age related wear. Diameter 11 cm

A Moorcroft 'Magnolia' pattern bowl

Moorcroft Magnolia Bowl

A Moorcroft 'Magnolia' pattern bowl

A William Moorcroft fruit bowl, in the 'Pomegranate' pattern,…

William Moorcroft Pomegranate Fruit Bowl

A William Moorcroft fruit bowl, in the 'Pomegranate' pattern, impressed marks and signature to base, chip repairs to rim. Diameter 26 cm

Moorcroft small bowl, anemone

Anemone Moorcroft Small Bowl

Moorcroft small bowl, anemone

Moorcroft flat small bowl

Small Moorcroft flat bowl

Moorcroft flat small bowl

Moorcroft 'Pomegranate' pattern bowl with impressed Burslem…

Moorcroft Pomegranate Bowl with Burslem Mark & Signature

Moorcroft 'Pomegranate' pattern bowl with impressed Burslem mark & signature to base, as inspected, 13 cm x 21 cm, 4 cm high approx.

Moorcroft Spanish pattern bowl flanked by two handles, green, W…

Moorcroft Spanish Pattern Bowl with Handles

Moorcroft Spanish pattern bowl flanked by two handles, green, W Moorcroft signature to base, 18.5 cm diameter, 9 cm high

A William Moorcroft Pansies bowl, c.1918 - 1929 painted green…

William Moorcroft Pansies Bowl, c.1918-1929

A William Moorcroft Pansies bowl, c.1918 - 1929 painted green signature with impressed factory marks. Diameter 13 cm

W. Moorcroft flambe small dish

Flambe Small Dish by W. Moorcroft

W. Moorcroft flambe small dish

Moorcroft tiny bowl

Moorcroft Miniature Bowl

Moorcroft tiny bowl

Moorcroft small dish

Moorcroft Mini Dish

Moorcroft small dish

A Moorcroft Dawn design circular footed bowl by William…

Moorcroft Dawn Footed Bowl by William Moorcroft

A Moorcroft Dawn design circular footed bowl by William Moorcroft. 25.5 cm

A Moorcroft Dawn pattern circular bowl designed by William…

William Moorcroft Circular Dawn Bowl (22cm)

A Moorcroft Dawn pattern circular bowl designed by William Moorcroft. 22 cm in diameter

A Moorcroft Trout design small dish. Designer Philip Gibson. 15…

Moorcroft Trout Small Dish by Philip Gibson

A Moorcroft Trout design small dish. Designer Philip Gibson. 15 cm in diameter

A Moorcroft Blue Anenome design dish and lid, initial DH. 5 cm…

Moorcroft Blue Anenome Dish with Lid, Initial DH

A Moorcroft Blue Anenome design dish and lid, initial DH. 5 cm high 13 cm wide

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 Moorcroft Juneberry design bowl 16 cm in diameter

Moorcroft Juneberry Bowl - 16cm Diameter

A Moorcroft Juneberry design bowl 16 cm in diameter

A William Moorcroft leaf and berry powder bowl, bearing the…

William Moorcroft Leaf and Berry Powder Bowl with Label

A William Moorcroft leaf and berry powder bowl, bearing the original label. 12 cm high

Moorcroft hibiscus pattern bowl signed and paper label to base,…

Signed Moorcroft Hibiscus Pattern Bowl with Paper Label

Moorcroft hibiscus pattern bowl signed and paper label to base, 16 cm diameter, 7 cm high

A Moorcroft floral dish. Diameter 18 cm

A Moorcroft floral dish. Diameter 18 cm

Moorcroft Anemone shallow bowl, impressed marks and signature…

Moorcroft Anemone Shallow Bowl, 21 cm Diameter

Moorcroft Anemone shallow bowl, impressed marks and signature to base, 21 cm diameter

Anemone Moorcroft Lidded Bowl, marks to base and lid, 12 cm…

Anemone Moorcroft Lidded Bowl, 12 cm diameter

Anemone Moorcroft Lidded Bowl, marks to base and lid, 12 cm diameter approx

Large Moorcroft Pottery bowl, Big Poppies 25.5 cm diameter, 10…

Big Poppies Moorcroft Pottery Bowl

Large Moorcroft Pottery bowl, Big Poppies 25.5 cm diameter, 10 cm high. William Moorcroft signature to base.

Rare Moorcroft Moonlit blue dish 13 cm across

Moorcroft Moonlit Blue Dish (13cm)

Rare Moorcroft Moonlit blue dish 13 cm across

A Moorcroft Pottery 'Orchid' pattern bowl, mid 20th century.…

Mid-Century Moorcroft Orchid Bowl, Signed

A Moorcroft Pottery 'Orchid' pattern bowl, mid 20th century. Signed signature with factory marks. Diameter 16.2 cm

Moorcroft open Pomegranate dish signed Walter Moorcroft, 22 cm…

Signed Moorcroft Pomegranate Dish, 22cm Diameter

Moorcroft open Pomegranate dish signed Walter Moorcroft, 22 cm diameter approx

Rare Moorcroft Orchid powder bowl with green ground

Moorcroft Orchid Powder Bowl - Rare Green Ground

Rare Moorcroft Orchid powder bowl with green ground

Large rare Moorcroft powder bowl circa 1918, blue ground with…

Rare Moorcroft Powder Bowl, Blue Ground and Painted Panels

Large rare Moorcroft powder bowl circa 1918, blue ground with painted panels, both pieces signed William Moorcroft, 17 cm diameter, 7 cm high approx

Large Moorcroft 'Pomegranate' fruit bowl

Moorcroft Pomegranate Fruit Bowl - Large Size

Large Moorcroft 'Pomegranate' fruit bowl

Moorcroft clematis pin dish

Moorcroft Clematis Pin Dish

Moorcroft clematis pin dish

Moorcroft stemmed bowl with pomegranate decoration, full…

William Moorcroft Pomegranate Stemmed Bowl

Moorcroft stemmed bowl with pomegranate decoration, full signature W (William) Moorcroft

Small Moorcroft bowl, 10.7 cm diameter

Moorcroft Bowl - Small and Elegant

Small Moorcroft bowl, 10.7 cm diameter

A William Moorcroft Wisteria pattern bowl. 8 cm high, 18 cm wide

Moorcroft Wisteria Bowl - 8x18 cm

A William Moorcroft Wisteria pattern bowl. 8 cm high, 18 cm wide

William Moorcroft Orchid bowl on green ground, stamped 'Made in…

Moorcroft Orchid Bowl on Green Ground

William Moorcroft Orchid bowl on green ground, stamped 'Made in England' with signature. Diameter 22 cm

A William Moorcroft Wisteria pattern bowl, circular shape…

Moorcroft Wisteria Bowl, 23cm Diameter

A William Moorcroft Wisteria pattern bowl, circular shape raised on a small spreading foot, decorated to the interior with a large flowerhead on a blue ground and to the exterior with an encircling floral frieze on mottled blue ground. Impressed marks and…

A William Moorcroft pomegranate pattern bowl on a silver plated…

Moorcroft Pomegranate Bowl on Silver Foot

A William Moorcroft pomegranate pattern bowl on a silver plated foot, the circular shallow bowl decorated to the interior and exterior, raised on a circular domed foot, impressed marks and brush-point initials. Diameter 20.5 cm

A Moorcroft shallow dish, decorated with orchids on a graduated…

Moorcroft Orchid Shallow Dish

A Moorcroft shallow dish, decorated with orchids on a graduated madder-blue ground, printed factory marks and initials to the back. Diameter 21.5 cm

A William Moorcroft bowl, decorated with the leaf and berry…

Moorcroft Leaf and Berry Bowl

A William Moorcroft bowl, decorated with the leaf and berry pattern to the interior on a graduated green-blue ground. Printed and painted marks under the base, c.1930s. Diameter 16.5 cm

A William Moorcroft shallow bowl, decorated with anemones on a…

Moorcroft Anemone Bowl

A William Moorcroft shallow bowl, decorated with anemones on a graduated green-blue ground. Impressed marks, facsimile signature and painted initials under the base. c.1930s. Diameter 17 cm

1920s Moorcroft footed bowl, measures 14.5 cm diameter

Moorcroft Footed Bowl, 1920s, 14.5 cm Diameter

1920s Moorcroft footed bowl, measures 14.5 cm diameter

A small Moorcroft Clematis dish on blue ground

Blue Moorcroft Clematis Dish

A small Moorcroft Clematis dish on blue ground

William Moorcroft 'Leaf & berry' bowl, has three leaves with…

Moorcroft Leaf & Berry Bowl

William Moorcroft 'Leaf & berry' bowl, has three leaves with surrounding berries within the bowl, the outside is decorated with three miniature leaves placed around the circumference on a cobalt blue glaze, with impressed factory marks to base & blue…

William Moorcroft 'Claremont Toadstool' bowl with impressed…

Moorcroft 'Claremont Toadstool' Bowl, 25.4cm Diameter

William Moorcroft 'Claremont Toadstool' bowl with impressed factory marks to base & blue painted initials. Diameter 25.4 cm

Moorcroft Eventide fruit bowl. Height 9.5 cm, diameter 20.5 cm.

Moorcroft Eventide Fruit Bowl - 9.5cm x 20.5cm

Moorcroft Eventide fruit bowl. Height 9.5 cm, diameter 20.5 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 trefoil small dish, label

Moorcroft Trefoil Dish with Label

Moorcroft trefoil small dish, label

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 Moorcroft hibiscus covered pot and dish, circa 1970s-80s from…

Moorcroft Hibiscus Pot & Dish Set

A Moorcroft hibiscus covered pot and dish, circa 1970s-80s from a 1950s design, an ovoid pot with continuous tubelined maroon and lemon hued hibiscus flowers to the body upon a bright mid and Prussian blue ground; the dish conforming; with impressed marks…

Moorcroft dish, 11 cm diameter approx

Small Moorcroft dish

Moorcroft dish, 11 cm diameter approx

Moorcroft two-handled dish., c. 1920. Signed. Blue background,…

Moorcroft Forget-Me-Not Dish

Moorcroft two-handled dish., c. 1920. Signed. Blue background, forget-me-not flowers. 'Moorcroft Burslem 20 C'. D. 19 cm

A Walter Moorcroft bowl, with leaf and berry decoration on…

Walter Moorcroft Leaf and Berry Bowl

A Walter Moorcroft bowl, with leaf and berry decoration on red/green ground, diameter 18.5 cm

Moorcroft lidded trinket dish

Moorcroft Lidded Trinket Dish

Moorcroft lidded trinket dish

A William Moorcroft Pansy pattern fruit stand with circular…

William Moorcroft Pansy Fruit Stand

A William Moorcroft Pansy pattern fruit stand with circular bowl and foot. Impressed and painted marks, circa 1910. Width 23 cm

William Moorcroft, lidded jar 'Hibiscus' pattern green glaze…

Moorcroft Hibiscus Jar Set

William Moorcroft, lidded jar 'Hibiscus' pattern green glaze with raised coral coloured flowers and leaves, retains paper decal label, together with matching dish and small vase, impressed factory marks to base, signed 'WM' (3). Height 19 cm. Diameter of…

A Moorcroft Pottery Hibiscus bowl. Designed by Walter Moorcroft…

Moorcroft Hibiscus Bowl, William Signature, Pre-1945

A Moorcroft Pottery Hibiscus bowl. Designed by Walter Moorcroft but signed by William. This example pre 1945, and stamped with impressed factory marks. Diameter 25 cm

A William Moorcroft Pottery Pansy cream jug and sugar bowl…

Moorcroft Pansy Cream Jug and Sugar Bowl Set

A William Moorcroft Pottery Pansy cream jug and sugar bowl first designed 1911. Signed with impressed factory marks. Jug height 7.8 cm bowl diameter 8.8 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

A Moorcroft plum comport, after 1950, plum design from circa…

Moorcroft Plum Comport

A Moorcroft plum comport, after 1950, plum design from circa 1925, with green Moorcroft monogram, the flared bowl on a waisted circular foot, richly decorated to the interior with maroon and purple plums and a scattering of yellow fruits on a deep cobalt…

A Walter Moorcroft Hibiscus bowl c.1940's, decorated pottery…

Moorcroft Hibiscus Bowl, 1940s

A Walter Moorcroft Hibiscus bowl c.1940's, decorated pottery signed blue signature with impressed marks. Diameter 16 cm

A Moorcroft dish, pansy pattern. Diameter 22 cm

Moorcroft Pansy Dish - 22 cm Diameter

A Moorcroft dish, pansy pattern. Diameter 22 cm

A Moorcroft float bowl, decorated in the Pansy pattern, the…

Moorcroft Pansy Float Bowl

A Moorcroft float bowl, decorated in the Pansy pattern, the richly shaded flowers and leaves on a dark blue ground to the interior and exterior. Impressed factory marks and painted signature, c.1930s. Diameter 26 cm

William Moorcroft signed 'Pomegrante' shallow bowl

Signed Moorcroft Pomegranate Shallow Bowl

William Moorcroft signed 'Pomegrante' shallow bowl

William Moorcroft green floral shallow bowl with original label

Moorcroft Green Floral Shallow Bowl with Label

William Moorcroft green floral shallow bowl with original label

A small Moorcroft pansy bowl 10 cm

Moorcroft Pansy Bowl - Petite and Delicate

A small Moorcroft pansy bowl 10 cm

Moorcroft: Pansy patterned pottery bowl on blue ground.…

Pansy Pottery Bowl by Moorcroft

Moorcroft: Pansy patterned pottery bowl on blue ground. Original paper label 'By Appointment Potter to H.M. The Queen'. 22 cm. VG condition

Moorcroft: rare and early Pansy patterned bowl on celadon green…

Early 20th Century Moorcroft Pansy Bowl on Celadon Ground

Moorcroft: rare and early Pansy patterned bowl on celadon green ground, early 20th century. Stamped 'Moorcroft Burslem England' with green signature. 21 cm x 13 cm x 4.5 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

Moorcroft pomegranate pin dish. Blue ground. Printed mark to…

Blue Moorcroft Pomegranate Pin Dish, 12cm Diameter

Moorcroft pomegranate pin dish. Blue ground. Printed mark to base. Diameter 12 cm

Moorcroft Hibiscus bowl. Label attached. Diameter 11 cm height…

Moorcroft Hibiscus Bowl with Label, 11 cm Diameter

Moorcroft Hibiscus bowl. Label attached. Diameter 11 cm height 4 cm

William Moorcroft Pansy Ptn dish. Diameter 18 cm

Moorcroft Pansy Dish - 18 cm Diameter

William Moorcroft Pansy Ptn dish. Diameter 18 cm

William Moorcroft pomegranate dish. On blue ground. Diameter 18.…

Moorcroft Pomegranate Dish on Blue Ground

William Moorcroft pomegranate dish. On blue ground. Diameter 18.5 cm

Moorcroft small bowl 'Anemone' label to base

Moorcroft Anemone Small Bowl with Label

Moorcroft small bowl 'Anemone' label to base

William Moorcroft Pansy pin dish C.1914

Moorcroft Pansy Pin Dish, 1914

William Moorcroft Pansy pin dish C.1914

William Moorcroft bowl. Wheat sheaves. 7 cm high, 20.5 cm wide.

Moorcroft Wheat Sheaves Bowl

William Moorcroft bowl. Wheat sheaves. 7 cm high, 20.5 cm wide.

Moorcroft a vase and pin dish

Moorcroft Vase and Pin Dish Set

Moorcroft a vase and pin dish

Moorcroft Pomegranate bowl C.1905

Antique Moorcroft Pomegranate Bowl, circa 1905

Moorcroft Pomegranate bowl C.1905

A William Moorcroft small bowl in the 'Eventide' pattern, squat…

Moorcroft 'Eventide' Bowl with Trees

A William Moorcroft small bowl in the 'Eventide' pattern, squat circular shape with a hammer-finished pewter rim and a small spreading foot, the walls decorated with six trees in celadon, gold and blue on a plum background typical of the pattern, the…

A William Moorcroft bowl, hemispherical, raised on a small…

Moorcroft Pomegranate and Berry Bowl

A William Moorcroft bowl, hemispherical, raised on a small spreading foot ring, decorated to the exterior with pomegranates and berries on a mottled blue-green ground, the interior decorated with a band of berries and leaves on a mottled blue ground.…

A William Moorcroft Pansy pattern tazza, the shallow bowl…

Moorcroft Pansy Tazza

A William Moorcroft Pansy pattern tazza, the shallow bowl decorated to the interior and exterior with flowers and leaves, raised on a short pedestal with circular spreading foot, facsimile signature and impressed marks, c.1930 under the base. Diameter 165…

A Moorcroft 'Moonlit Blue' landscape patterned bowl, circular…

Moorcroft Moonlit Blue Landscape Bowl

A Moorcroft 'Moonlit Blue' landscape patterned bowl, circular with inverted rim and small spreading foot ring, the exterior decorated with 12 trees washed with blue-green colour on a lighter background, the interior with a mottled blue-green glaze.…

Moorcroft bowl, 2001

Moorcroft 2001 Bowl

Moorcroft bowl, 2001

Moorcroft blue Hibiscus dish, 4.5'

Moorcroft Blue Hibiscus Dish - 4.5"

Moorcroft blue Hibiscus dish, 4.5'

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 blue anemone bowl, signed Walter Moorcroft

Signed Moorcroft Blue Anemone Bowl

Moorcroft blue anemone bowl, signed Walter Moorcroft

Moorcroft small bowl with anemone on green ground

Anemone Moorcroft Bowl on Green Ground

Moorcroft small bowl with anemone on green ground

A William Moorcroft pomegranate fruit bowl decorated in the…

Moorcroft Pomegranate & Grape Fruit Bowl

A William Moorcroft pomegranate fruit bowl decorated in the pomegranate and grape pattern. Impressed marks and signed. Width 20 cm

Moorcroft green Freesia bowl 6'

Moorcroft Freesia Bowl - Green 6'

Moorcroft green Freesia bowl 6'

W. Moorcroft 10 inch bowl with orchid pattern on green ground

Moorcroft Orchid Bowl on Green Ground

W. Moorcroft 10 inch bowl with orchid pattern on green ground

Moorcroft 'Anemone' bowl numbered 34194, signed 'J. Moorcroft -…

Moorcroft Anemone Bowl - Signed and Numbered

Moorcroft 'Anemone' bowl numbered 34194, signed 'J. Moorcroft - 9.4.97 - WM' Diameter 26 cm

Art Nouveau Moorcroft style bowl signed R Dean

Moorcroft-inspired Art Nouveau Bowl by R. Dean

Art Nouveau Moorcroft style bowl signed R Dean