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: a pair of coffee cans and saucers in the wisteria…

Moorcroft: a pair of coffee cans and saucers in the wisteria design, on navy blue ground, impressed signature and marks to base. Overall height: 7 cm. Provenance: The Estate of the Hon. Dr John Kennedy McLaughlin Am, Sydney

A Moorcroft two handled cup and cover, Frog March pattern,…

Limited Edition Moorcroft Frog March Cup and Cover

A Moorcroft two handled cup and cover, Frog March pattern, designer Kerry Goodwin (2010), limited edition 74/75, the bowl with loop handles and fitted cover, raised on a tall stem from a circular spreading foot, shape 25/10. Signed by the designer, and…

A Moorcroft Pottery framed plaque by Vicky Lovatt wax cup…

Moorcroft Pottery Framed Vicky Lovatt Wax Cup Plaque

A Moorcroft Pottery framed plaque by Vicky Lovatt wax cup Wonder signed, dated 2012, numbered 87? and with factory marks verso. 39.6 x 9.4 cm (plaque size)

Moorcroft 'Powder Blue' coffee set consisting of 6 trios,…

Moorcroft 'Powder Blue' Liberty Coffee Set, 1920s

Moorcroft 'Powder Blue' coffee set consisting of 6 trios, coffee pot and sugar bowl, designed for Liberty of London tearooms, c.1920's

Four Moorcroft 'Powder Blue' coffee cups & saucers, (1 saucer…

Moorcroft 'Powder Blue' Coffee Set with Minor Flaw

Four Moorcroft 'Powder Blue' coffee cups & saucers, (1 saucer with glaze chips to rim)

Moorcroft 'Powder Blue' egg cup

Moorcroft Powder Blue Egg Cup

Moorcroft 'Powder Blue' egg cup

A William Moorcroft Wisteria pattern tea cup and saucer

Moorcroft Wisteria Tea Set

A William Moorcroft Wisteria pattern tea cup and saucer

Six Moorcroft 'Pomegranate'coffee Cups and Saucers, Six…

Moorcroft Pomegranate Coffee Cups and Saucers Set of 6

Six Moorcroft 'Pomegranate'coffee Cups and Saucers, Six Moorcroft 'Pomegranate'coffee Cups and Saucers

Moorcroft two coffee cans and one saucer, powder blue

Moorcroft Powder Blue Coffee Set

Moorcroft two coffee cans and one saucer, powder blue

A small Moorcroft cup. 7 cm high

Petite Moorcroft Cup

A small Moorcroft cup. 7 cm high

A Moorcroft 'America's Cup' commemorative vase, Persian…

Moorcroft America's Cup Commemorative Vase

A Moorcroft 'America's Cup' commemorative vase, Persian inspired, squat circular shape with trumpet neck, decorated with yachts with tube-lining in blue tones. Signed J. Moorcroft, c.1996. Height 24 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

A Moorcroft blue Speckle-glazed breakfast set, mid-20th century,…

Moorcroft Blue Speckle-glazed Breakfast Set

A Moorcroft blue Speckle-glazed breakfast set, mid-20th century, a tea pot, coffee can and saucer, and egg cup on integral stand, impressed marks underside. Height 10.5 cm (pot), and shorter