Learn about Moorcroft

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...
These items are not for sale and the descriptions, images and prices are for reference purposes only.

William Moorcroft, Claremont Toadstool vase, C.1916, signed in monogram, impressed marks 'Moorcroft, Made in England, height 17 cm, diameter 12.5 cm, weight 668g

William Moorcroft, Claremont Toadstool flower holder with Holes, C.1930, height 4.5 cm, diameter 12 cm, weigh 724g

William Moorcroft, Claremont Toadstool bulbous vase, 1913, signed and dated, Rd no. 4,20061, impressed mark '348,' height 19.5 cm, diameter 17 cm, weight 1.382kg

William Moorcroft, Claremont condiment set, 1914, impressed marks 'Moorcroft, Burslem, 1914', Heights up to 7 cm, diameter 4.5 cm (widest), weight 168g (total)

William Moorcroft ovoid specimen vase painted with yellow spotted toadstools Claremont pattern, 15 cm height

William Moorcroft, vase, c. 1916, 'Claremont' pattern, of baluster form, decorated with yellow and red toadstools against a green and blue ground, signed in green 'W. Moorcroft', impressed 'Moorcroft Burslem England, height 26.5 cm. Provenance: The Estate

A William Moorcroft, Claremont pattern pot with lid, Toadstool pattern. 8 cm high.

A William Moorcroft Claremont Toadstool squat vase (AF) - restored c.1903 - 1913. Painted green signature with 'Made For Liberty' mark. Height 7.5 cm. Diameter 19 cm

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

A William Moorcroft Claremont vase. Globular form, with a cylindrical neck, signed W. Moorcroft, and impressed 'Moorcroft'. 18 cm high.

William Moorcroft Claremont vase. Dual handled (both restored.). Height 30 cm

A William Moorcroft vase, of squat circular form painted in the Claremont pattern, traditional deep red, blue and yellow highlighted tones on the green dominant ground painted signature in green and dated 10-1913 to base. Diameter 15.5 cm, height 6.7 cm

A William Moorcroft ovoid 'Claremont' pattern vase, circa 1920, decorated with green and pink toadstools on a green ground, impressed marks and green signature, 12 cm high

A Moorcroft twin handled Claremont pattern vase, circa 1913, high shouldered with a spreading foot, decorated with a slip-trailed toadstool design on a mottled green ground, incised signature, stamped made for Liberty & Co and Rd.no.420081 in brown to base

A Moorcroft Claremont pattern vase, circa 1925 globular with a tubular neck, decorated with toadstools on a mottled blue ground, impressed Moorcroft made in England M154 and hand painted signature, 15 cm high.

A William Moorcroft vase, bulbous form in the Claremont pattern, signature and impressed marks to base. 8 x 9.5 cm

A William Moorcroft bowl in the Claremont pattern, signature and impressed mark to base. 15 x 8.5 cm

A William Moorcroft Claremont vase, circa 1925 painted with red and yellow stippled toadstools on a deep blue and green ground, painted signature and impressed factory marks 16 cm high

A Moorcroft Claremont pattern vase, circa 1930, the baluster body painted with toadstools on a mottled green blue ground, impressed made in England, Moorcroft and painted signature to base, 20.5 cm high.

A William Moorcroft 'Claremont' pattern vase of globular form with a cylindrical neck. Underglaze blue signature. Height 12 cm

A Moorcroft Claremont pattern bowl signed 1914 shallow circular, with a multicoloured mushroom design on a green ground, green painted signature and impressed factory marks. Diameter 26 cm