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, large jardiniere, c. 1920, 'Pansy' pattern, decorated with a band of mauve and red pansies against a navy blue ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft, Made in England, height 33 cm diameter 32 cm.
William Moorcroft, flambe jardiniere, c. 1929, 'Wisteria' pattern, of ovoid form, decorated with a garland of fruits and leaves in flambe tones, signed in blue 'W. Moorcroft' and dated '1929', height 35 cm diameter 41 cm. Provenance
William Moorcroft, MacIntyre jardiniere, c. 1907, 'Rose, Tulip and Forget-me-not' pattern, decorated with sprays of flowers against a cream ground, signed in green 'W. Moorcroft', printed 'MacIntyre mark and hand painted 'M2875'
A Moorcroft 'Anemones' jardiniere. Later 20th century. Of cylindrical shape with a waisted foot, and having a slightly everted rim, tubelined and decorated throughout with plum pink and blue infused flowers and foliage upon a rich ultramarine groun
A Moorcroft Magnolia jardiniere, circa 1970s-80s, the straight sided waisted pot having a slightly flared and inverted rim with a continuous tube lined pink magnolia design to the body upon a cobalt ground ; with impressed marks and green signature undersi
Moorcroft pomegranate Jardiniere of rounded ovoid form with twin-handles and footed base, decorated with pomegranates in varying shades of purple and pink surrounded by berries, against a dark cobalt blue ground, signed in blue 'W.Moorcroft', with impresse
A Moorcroft Pansy pattern jardiniere with a Forget Me Not band, circa 1916 of deep ovoid form with a flattened rim decorated with floral bands on a dark cobalt ground, impressed Moorcroft Burslem and hand painted signature to base, 20 cm high.
A MacIntyre William Moorcroft Florian type pattern small jardiniere, decorated with red poppies and panels of forget-me-nots in blue and green tones, painted full signature in green above the date 10/1913.18.5 x 13 cm
A rare Moorcroft ochre pomegranate pattern jardiniere, circa 1912, baluster with a continuous pattern of pomegranates on a mottled ochre ground signed W. Moorcroft stamped made for Liberty & Co. Height 19 cm.
A William Moorcroft MacIntyre 'Cornflower' jardiniere, circa 1912, of squat baluster form with elongated neck with a flared quatrilobed rim, the mottled green ground decorated with a sinuous pattern, signed in green, brown printed mark, hairline to base. H
A Moorcroft jardiniere, 1915 -1930, the spherical form with wide open neck and rolled foot decorated in the 'Pomegranate' design on a deep blue ground. Impressed factory mark to base and with further painted signature.
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