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.
Sue Pointon for Moorcroft, Ginger Jar, c. 1997, 'Flames of the Forest' pattern, decorated with orange and yellow flowers against a green and ochre ground, signed in blue 'WM' and in green 'sp' for Sue Pointon, impressed 'Moorcro
Walter Moorcroft, Ginger Jar, c. 1960, 'Hibiscus' pattern, decorated with mauve and yellow hibiscus against a green ground, signed in blue 'W. M.', impressed 'Moorcroft, Made in England, height 15 cm. Provenance: The Estate of Mary Smar
William Moorcroft, Ginger Jar, c. 1926, 'Dawn' pattern, decorated with a band of trees and hills in blue against a pale sky between borders of chevrons, in a matt glaze, signed in blue 'WM', impressed 'Moorcroft, Made in England, height
William Moorcroft, Three Metal Mounted Ashtrays, c. 1920, 'Pomegranate' pattern, each decorated to the interior with pomegranates and berries against a blue ground, the largest ashtray with match holder, impressed 'Moorcroft Burslem', the o
William Moorcroft, MacIntyre Tobacco Jar, c. 1912, 'Cornflower' pattern, with screw-turn lid, decorated with flowers on a mottled green ground, printed 'W H C M', with printed 'MacIntyre mark, height 12.8 cm. Provenance: The Estate of M
William Moorcroft for MacIntyre, 'Macintyre' Tobacco Jar, c. 1902, with fitted lid, decorated with shaped floral panels outlined in slip on a pale green ground, printed 'MacIntyre mark, height 9.5 cm. Provenance: The Estate of Mary Smart
I) a Walter Moorcroft pottery Hibiscus lidded jar, mid 20th century, impressed, painted marks and paper label to base. Height 11 cm, ii) a Moorcroft pottery cornflower vase, c.1928-1949, impressed signature and marks to base, note: AF' professionally r
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
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
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 d
A Moorcroft Macintyre fern pot in 'Pansy', circa 1910-1913, with brown marks for Macintyre, signed in green by Moorcroft, with a continuous tubelined frieze of blue, purple and creamy yellow hued pansies with mid green foliage on a cream ground; backstamp
A Moorcroft Macyntre Florian Ware teapot, circa 1903, pattern M 2445, the tapering ovoid pot with a tubelined Art Nouveau poppy design in Prussian blue and sage green upon a cream ground with conforming lid and knop and having a restored spout; with backst
A Moorcroft pottery 'Carousel' ginger jar, 2012, by Emma Bossons, numbered edition #85. Emma Bossons has combined the floral designs of several Moorcroft designers, into one 'Carousel', design., signed with makers stamp to base. Height 20 cm
A William Moorcroft lidded ovoid jar in the Pansy pattern, the lid and body with traditional pansy decoration in tones of deep maroon and variable red/brown with green leaves on cobalt blue ground, compressed finial, spreading foot, painted initials in blu
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