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, a blue ground Waratah plate, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 26.5 cm diameter. Provenance: The Ruth Simon Collection, Sydney
Moorcroft, a blue ground sulphur crested cockatoo plate, 1995, limited edition 125/350, stamped and inscribed: Moorcroft, Made in England, copyright 1995, WM26 cm diameter. Provenance: The Ruth Simon Collection, Sydney
William Moorcroft, a Waratah plate, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 22.5 cm diameter. Provenance: The Ruth Simon Collection, Sydney
William Moorcroft, a flambe Waratah plate, circa 1930, stamped, inscribed and paper labelled: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 22.5 cm diameter. Provenance: The Ruth Simon Collection, Sydney
William Moorcroft, Plate, c. 1914, Pomegranate' pattern, decorated with pomegranates, berries and foliage against a green ground, signed in green 'W. Moorcroft', impressed 'Moorcroft Burslem, diameter 22.5 cm
William Moorcroft, Serving Plate, c. 1920, Big Poppy' pattern, decorated to the interior with poppies against a navy blue ground, signed in blue 'W. M.', impressed 'Moorcroft, Made in England, diameter 22.5 cm. Provenance: Private Collectio
William Moorcroft, Plate, c. 1925, Pomegranate' pattern, decorated with a ring of pomegranates and berries amongst foliage against a navy blue ground, signed in blue 'W. M.', impressed 'Moorcroft, Made in England, diameter 22 cm. Provenance
William Moorcroft, plate, c. 1920, 'Pomegranate' pattern, of squat form, decorated with pomegranates and berries amongst foliage against a navy blue ground, signed in blue 'W. M.', impressed 'Moorcroft, Made in England, diameter 21.5 cm
William Moorcroft, flambe plate, c. 1930, 'Leaf and Berry' pattern, decorated with a ring of leaves and berries in flambe tones, signed in blue 'WM', with impressed facsimile signature and 'Potter to H.M. the Queen', retains printed
William Moorcroft, plate, c. 1930, 'Waratah' pattern, decorated with three flower heads against a green and blue ground, signed in blue 'WM', impressed facsimile signature and 'Potter to HM The Queen, diameter 19 cm. Provenance: The Estate of Mary Smart
William Moorcroft, footed bowl, c. 1920, 'Wisteria' pattern, decorated with fruits amongst foliage against a navy blue ground, with silver plate mount, signed in green 'W. M.', impressed 'Moorcroft, Made in England, height 10 cm diamete
A Moorcroft 'Orchid' cabinet plate, circa 1949-1986 period, the shallow bowl form plate decorated centrally with a tube lined decoration of orchids and other blooms in rich tones under an autumnal flambe glaze; with Moorcroft and made in England st
Moorcroft 'Hibiscus' plate on a blue ground, the base with painted initials & edition number '46/50' & impressed 'Moorcroft Made in England'. Condition good, minor scratches & age related Ware. Diameter 22 cm
Moorcroft 'Columbine' plate on a white ground, the base with painted initials 'Wm' & impressed 'Moorcroft Made in England'. Condition good to fair, crazing, deep hairline crack to the rim. Diameter 21.5 cm
A vintage blue Moorcroft twenty piece part breakfast service, the mottled mid blue setting comprising four cups and associated saucers, three side plates, two teapots, two creamers, a toast rack, two egg cups and a salt and pepper pair, as found; with impr
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
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