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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McIntyre Moorcroft biscuit barrel with silver plate lid,…

Floral Biscuit Barrel with Silver Lid

McIntyre Moorcroft biscuit barrel with silver plate lid, decorative rim and handle. Brown and white floral design. 15 cm high.

A Moorcroft plate, in the peach hibiscus pattern. Impressed…

Moorcroft Peach Hibiscus Plate, 22cm

A Moorcroft plate, in the peach hibiscus pattern. Impressed mark and label affixed to base, diameter 22 cm

Moorcroft Hibiscus pattern limited edition plate, number 15/90…

Limited Edition Moorcroft Hibiscus Plate 15/90

Moorcroft Hibiscus pattern limited edition plate, number 15/90 made to commemorative the 90th birthday anniversary of E a Joyce & Son, Tasmania, boxed 18.5 cm diameter

Moorcroft Sulphur crested cockatoo plate, limited edition…

Limited Edition Moorcroft Cockatoo Plate - #69/350

Moorcroft Sulphur crested cockatoo plate, limited edition numbered 69/350, in original box, impressed 'Moorcroft, made in England, Delbry Antiques, Melbourne, W.M.', 26 cm diameter

Moorcroft special edition 'Golden Jubilee' plate marked to base,…

Moorcroft Golden Jubilee Plate

Moorcroft special edition 'Golden Jubilee' plate marked to base, and ERII/2002, # 661/750, diameter 22.5 cm

Rare Moorcroft Clematis cabinet plate, c.1945, signed by Walter…

Signed Moorcroft Clematis Cabinet Plate (1945)

Rare Moorcroft Clematis cabinet plate, c.1945, signed by Walter Moorcroft, width 26 cm

Moorcroft Birth of Light pattern plate 84/2000 limited edition,…

Limited Edition Moorcroft Birth of Light Plate

Moorcroft Birth of Light pattern plate 84/2000 limited edition, impressed Moorcroft made in England and other marks to back, 22.7 cm diameter, a Moorcroft box is included

Moorcroft Tui pattern limited edition plate 124/150, signed…

Limited Edition Moorcroft Tui Plate by Philip Gibson

Moorcroft Tui pattern limited edition plate 124/150, signed Philip Gibson 2003), with impressed Moorcroft made in Stoke on Trent England, and other marks to base, Tanfield Pottery label attached, 22.5 cm diameter approx, a Moorcroft box is included

Moorcroft Fantail pattern plate 2003) designed by Philip Gibson,…

Moorcroft Fantail Plate 2003 by Philip Gibson

Moorcroft Fantail pattern plate 2003) designed by Philip Gibson, impressed Moorcroft made in Stoke on Trent England, Tanfield Pottery & Coy Ltd label and other marks to back, 22 cm diameter approx, a Moorcroft box is included

A Moorcroft 'Magnolia' vase and a 'Queen's Choice' dish, 1990…

Moorcroft Magnolia Vase and Queen's Choice Dish

A Moorcroft 'Magnolia' vase and a 'Queen's Choice' dish, 1990 and 2000, a small waisted globular vase with shell pink tubelined magnolia blooms upon a cobalt ground, Moorcroft impressed mark, gold pen signature and date, and a richly decorated Queen's…

Two Walter Moorcroft slightly shallow plates pomegranate…

Walter Moorcroft Pomegranate Plates (22cm)

Two Walter Moorcroft slightly shallow plates pomegranate pattern 22 cm diameter

Two Walter Moorcroft slightly shallow plates pomegranate…

Walter Moorcroft Pomegranate Plates (22cm)

Two Walter Moorcroft slightly shallow plates pomegranate pattern 22 cm diameter

Two Walter Moorcroft slightly shallow plates pomegranate…

Walter Moorcroft Pomegranate Plates (22cm)

Two Walter Moorcroft slightly shallow plates pomegranate pattern 22 cm diameter

Two Walter Moorcroft slightly shallow plates pomegranate…

Walter Moorcroft Pomegranate Plates (22cm)

Two Walter Moorcroft slightly shallow plates pomegranate pattern 22 cm diameter

Two Walter Moorcroft slightly shallow plates pomegranate…

Walter Moorcroft Pomegranate Plates (22cm)

Two Walter Moorcroft slightly shallow plates pomegranate pattern 22 cm diameter

Two Walter Moorcroft slightly shallow plates pomegranate…

Walter Moorcroft Pomegranate Plates - 22cm Diameter

Two Walter Moorcroft slightly shallow plates pomegranate pattern 22 cm diameter

A Moorcroft plate decorated with leaves and berries on…

Moorcroft Berries & Leaves Plate

A Moorcroft plate decorated with leaves and berries on Woodsmooth ground signed and with Imprint Mk c1927, diameter 26 cm,

Moorcroft Fruit Decorated plate fruit decorated on cobalt blue…

Moorcroft Fruit Plate on Cobalt Blue (9 words)

Moorcroft Fruit Decorated plate fruit decorated on cobalt blue ground, marked to base with date 2000, diameter 25.5 cm

Moorcroft: three pieces in the pomegranate pattern, comprising…

Moorcroft Pomegranate Pattern Trio

Moorcroft: three pieces in the pomegranate pattern, comprising a small plate, a bottle vase and an ovoid vase, all with underglaze monogram and impressed marks, the ovoid vase also with impressed signature, diameter of plate 22 cm, height of tallest vase…

William Moorcroft side plate in the Eventide landscape pattern…

Moorcroft Eventide Landscape Side Plate

William Moorcroft side plate in the Eventide landscape pattern 16.5 cm diameter

Moorcroft Anemones pattern plate 26 cm diameter

Anemones Moorcroft Pattern Plate - 26cm Diameter

Moorcroft Anemones pattern plate 26 cm diameter

Moorcroft plate 25 cm diameter, initialled to reverse, boxed

Moorcroft Plate with Box and Initials

Moorcroft plate 25 cm diameter, initialled to reverse, boxed

Moorcroft plate, 26 cm diameter

Moorcroft 26cm Plate

Moorcroft plate, 26 cm diameter

Moorcroft plate 25.5 cm diameter, initialled to reverse

Moorcroft Plate with Initials - 25.5 cm Diameter

Moorcroft plate 25.5 cm diameter, initialled to reverse

Moorcroft plate 26 cm diameter, initialled to reverse

Initialled Moorcroft Plate - 26cm Diameter

Moorcroft plate 26 cm diameter, initialled to reverse

Moorcroft plate 18.5 cm diameter, signed 'W.M.' to base

Signed Moorcroft Plate, 18.5 cm Diameter

Moorcroft plate 18.5 cm diameter, signed 'W.M.' to base

Moorcroft plate 24.5 cm diameter, signed with 8 artists'…

Moorcroft Plate with 8 Signatures, 2007

Moorcroft plate 24.5 cm diameter, signed with 8 artists' signatures, circa 2007

Moorcroft 'Banksia' pattern plate Impressed 'Moorcroft, Made In…

Moorcroft Banksia Plate 26cm Diameter

Moorcroft 'Banksia' pattern plate Impressed 'Moorcroft, Made In England', with 'W.M.' monogram 26 cm diameter

Two Moorcroft 'Violet' plates, one large plate, one smaller, of…

Moorcroft 'Violet' Plates - Set of 2

Two Moorcroft 'Violet' plates, one large plate, one smaller, of plain circular shape, decorated in variations of the violet pattern with stylised flowers and foliage against a dark blue-green ground, with stamped marks, signatures and other ciphers to the…

A Moorcroft plate, Takahe pattern, designer Emma Bossons (2009),…

Limited Edition Moorcroft Plate, Takahe Pattern, Emma Bossons Design

A Moorcroft plate, Takahe pattern, designer Emma Bossons (2009), limited edition 48/150, signed twice by the artist/designer, diameter 220. Historic retail $NZ1500

A Moorcroft Centenary plate, designer Rachel Bishop limited…

Limited Edition Moorcroft Centenary Plate by Rachel Bishop

A Moorcroft Centenary plate, designer Rachel Bishop limited edition 113/750 with certificate, signed by J. Moorcroft and dated 19.9.97, diameter 22 cm. Historic retail $NZ515

A Moorcroft plate, Takahe pattern, designer Emma Bossons (2009),…

Limited Edition Moorcroft Takahe Plate by Emma Bossons

A Moorcroft plate, Takahe pattern, designer Emma Bossons (2009), limited edition 48/150, signed twice by the artist/designer, diameter 22 cm. Historic retail $NZ1500

Two Moorcroft plates, comprising a limited edition plate in the…

Moorcroft Limited Edition and Sweet Betsy Plates

Two Moorcroft plates, comprising a limited edition plate in the 'Tudor Rose' pattern on green ground, with impressed Moorcroft stamp, painted marks, bell cypher for 1991, and numbered 24/100; and a 'Sweet Betsy' plate, with impressed Moorcroft stamp,…

A Moorcroft plate, Evening Sky pattern, designed by Emma…

Emma Bossons' Signed Moorcroft Evening Sky Plate (2003)

A Moorcroft plate, Evening Sky pattern, designed by Emma Bossons, c.2003, signed by the dsigner

A Moorcroft plate, Cluny pattern, designed by Sally Tuffin,

Sally Tuffin's Moorcroft Cluny Plate

A Moorcroft plate, Cluny pattern, designed by Sally Tuffin,

A Moorcroft plate, Sweet Besty pattern, designed by Emma…

Emma Bossons' Sweet Betsy Moorcroft Plate

A Moorcroft plate, Sweet Besty pattern, designed by Emma Bossons, c.2000,

A Moorcroft plate, limited edition Takahe pattern, designed by…

Limited Edition Moorcroft Takahe Plate by Emma Bossons

A Moorcroft plate, limited edition Takahe pattern, designed by Emma Bossons. c.2009, number 52/150

A Moorcroft plate, limited edition Takahe pattern, designed by…

Limited Edition Moorcroft Takahe Plate by Emma Bossons

A Moorcroft plate, limited edition Takahe pattern, designed by Emma Bossons. c.2009, number 49/150

A Moorcroft plate, limited edition Takahe pattern, designed by…

Limited Edition Moorcroft Takahe Plate by Emma Bossons

A Moorcroft plate, limited edition Takahe pattern, designed by Emma Bossons. c.2009, number 46/150

A Moorcroft plate, limited edition Takahe pattern, designed by…

Limited Edition Moorcroft Takahe Plate by Emma Bossons

A Moorcroft plate, limited edition Takahe pattern, designed by Emma Bossons. c.2009, number 36/150

A Moorcroft year plate 2000, Birth of Light, numbered 396/2000,…

Moorcroft Birth of Light Plate (2000)

A Moorcroft year plate 2000, Birth of Light, numbered 396/2000, signed by Emma Bossons and Nicola Slaney

A Moorcroft year plate 2000, Birth of Light, numbered 408/2000,…

Moorcroft Birth of Light Plate

A Moorcroft year plate 2000, Birth of Light, numbered 408/2000, signed by Emma Bossons and Nicola Slaney

A Moorcroft year plate 2000, Birth of Light, numbered 421/2000,…

Moorcroft Birth of Light Plate 2000

A Moorcroft year plate 2000, Birth of Light, numbered 421/2000, signed by Emma Bossons and Nicola Slaney

A Moorcroft year plate 2000, Birth of Light, numbered 410/2000,…

Moorcroft Birth of Light Plate 2000

A Moorcroft year plate 2000, Birth of Light, numbered 410/2000, signed by Emma Bossons and Nicola Slaney

A Moorcroft year plate 1993, Dove pattern, numbered 205/500,

Moorcroft 1993 Dove Plate, Limited Edition #205/500

A Moorcroft year plate 1993, Dove pattern, numbered 205/500,

A Moorcroft year plate 1995, Squirrel pattern, numbered 96/500,

Limited Edition Moorcroft Squirrel Plate 1995

A Moorcroft year plate 1995, Squirrel pattern, numbered 96/500,

A Moorcroft 2001 Year plate, designed by Nicola Slaney, limited…

Limited Edition Moorcroft 2001 Year Plate by Nicola Slaney

A Moorcroft 2001 Year plate, designed by Nicola Slaney, limited edition 634/750

A Cobridge (Moorcroft associate) limited edition 1999 Year…

Limited Edition Sneyd Colliery Coal Mine Plate

A Cobridge (Moorcroft associate) limited edition 1999 Year plate, limited edition 60/200, depicting Sneyd Colliery Coal Mine Burslem, artist's ciphers to back.

A collection of Moorcroft Pottery, early to mid 20th century, a…

Moorcroft Pottery Collection, 20th Century

A collection of Moorcroft Pottery, early to mid 20th century, a pair of plates in pomegranate pattern, a small anemone vase and a waisted vase in leaves and fruit pattern, backstamps and facsimile signatures underside, vase 14.5 cm high

Two Moorceoft 'Finches' and 'Fruit and Vine' pattern plates,…

Moorcroft Finches and Fruit Plates Set

Two Moorceoft 'Finches' and 'Fruit and Vine' pattern plates, comprising a 'Sample' plate in the 'Finches' pattern (des. Sally Tuffin, 1991-1992) on a modulating Prussian blue ground, and a 'Fruit and Vine' plate on navy ground, painted by Wendy Mason, all…

Two Moorcroft 'Honeycomb' and 'Ivy' plates, the 'Honeycomb'…

Moorcroft 'Honeycomb' and 'Ivy' Plates in Original Boxes

Two Moorcroft 'Honeycomb' and 'Ivy' plates, the 'Honeycomb' pattern plate (des. Philip Richardson, c1986) on blue ground, with painted initials 'Wm' for Wendy Mason; and an 'Ivy' pattern plate, tube-lined and decorated with trailing ivy leaves on an ivory…

A Moorcroft 'Queen's Choice' pattern plate, the plate in the…

Moorcroft 'Queen's Choice' Plate in Original Box (26 cm)

A Moorcroft 'Queen's Choice' pattern plate, the plate in the 'Queen's choice' (des. Emma Bossons, c2000), with impressed Moorcroft stamp and other ciphers, in its original box. Diameter: 26 cm

Two Moorcroft plates and four pin trays, the small plates in…

Moorcroft Plates and Pin Trays Set

Two Moorcroft plates and four pin trays, the small plates in the 'Spiraxia' pattern designed and signed by Emma Bossons circa 1998, with Sparaxis tri-color flowers in full bloom, numbered 182, together a 'Flames of the Forest' (Philip Gibson, c19970m…

Moorcroft 'Leaf and Berry' English pottery plate on celadon…

Moorcroft 'Leaf and Berry' English Pottery Plate

Moorcroft 'Leaf and Berry' English pottery plate on celadon ground, impressed signature mark 'Moorcroft, Potters to H.M. The Queen, made in England', 16.5 cm diameter

A Walter Moorcroft flambe waratah plate, circular with a…

Flambe Waratah Plate by Walter Moorcroft

A Walter Moorcroft flambe waratah plate, circular with a shallow rim, the cavetto decorated with three large waratah flowers on a mottled red ground, in a flambe glaze, impressed factory mark, underglazed facsimile signature and impressed 'Potter to Hm…

Four Moorcroft plates Inlcuding limited edition, the four 783/8…

Four Moorcroft plates Inlcuding limited edition, the four 783/8 plates, comprising a limited edition 'Pohutukawa' pattern plate (designed by Sally Tuffin), commissioned by Tanfield potter (NZ), numbered 196/220, a 'Thaxted Parish Church' plate, a 'John…

Moorcroft English pottery plate (boxed), and three miniature…

Moorcroft English Pottery Plate and Miniature Vases Set

Moorcroft English pottery plate (boxed), and three miniature vases, (4 items), the plate 15.5 cm diameter

A pair of Moorcroft plates decorated with

A pair of Moorcroft plates decorated with "Pomegranate" pattern diameter 21.5 cm

A Moorcroft plate decorated with

A Moorcroft plate decorated with "Anemone" diameter 26 cm