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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'Anemone' design plate, by Walter Moorcroft c.1955, 26 cm…

Walter Moorcroft Anemone Plate, 1955

'Anemone' design plate, by Walter Moorcroft c.1955, 26 cm diameter

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

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 William Moorcroft 'Pansy' fruit bowl, with silver plate rim,…

Moorcroft Pansy Fruit Bowl with Silver Plate Rim

A William Moorcroft 'Pansy' fruit bowl, with silver plate rim, impressed and painted mark to base. small frit to base. 21.5 cm x 11 cm.

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,

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

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 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

Moorcroft flambe cabinet plate. 'Leaf & Berries,' pattern c.…

Moorcroft Flambe Plate, Leaf & Berries Pattern (1925)

Moorcroft flambe cabinet plate. 'Leaf & Berries,' pattern c.1925. Rim restoration. Diameter 30 cm

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…

A Moorcroft plate decorated with

A Moorcroft plate decorated with "Anemone" diameter 26 cm

A pair of Moorcroft plates decorated with

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

Moorcroft blue ground floral plate

Moorcroft Blue Floral Plate

Moorcroft blue ground floral plate

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

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

Moorcroft floral plate and matching comport

Moorcroft Floral Plate and Comport Set

Moorcroft floral plate and matching comport

Walter Moorcroft pottery plate decorated with hibiscus flowers…

Signed Moorcroft Hibiscus Plate, 25 cm

Walter Moorcroft pottery plate decorated with hibiscus flowers signed to reverse, 25 cm in diameter

Moorcroft James MacIntyre 'Iris' plate finely tube-lined with…

MacIntyre Iris Plate

Moorcroft James MacIntyre 'Iris' plate finely tube-lined with Art Nouveau painted irises & forget-me-nots in tones of blue and green, on a cream ground. Stamped to the base. Condition: good, minor crazing, wear to the base, diameter 27 cm

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

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 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

MacIntyre cornflower cabinet plate, diameter 20 cm

MacIntyre Cornflower Cabinet Plate - 20 cm

MacIntyre cornflower cabinet plate, diameter 20 cm

Two boxed plates William Moorcroft pattern and blue duck 22 cm…

Moorcroft Blue Duck Plates (Set of 2)

Two boxed plates William Moorcroft pattern and blue duck 22 cm diameter

A Moorcroft hibiscus covered pot and dish, circa 1970s-80s from…

Moorcroft Hibiscus Pot & Dish Set

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, plate, c. 1930, Fish' pattern, decorated…

Moorcroft Fish Plate, 1930

William Moorcroft, plate, c. 1930, Fish' pattern, decorated with fish swimming amongst aquatic plants in tones of green, signed in blue 'W. M', impressed 'Moorcroft, Made in England, diameter 20.8 cm. Provenance: Private Collection, NSW

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

Moorcroft plate featuring four anemones on blue ground.…

Anemones on Blue: Moorcroft Plate

Moorcroft plate featuring four anemones on blue ground. Diameter 26.5 cm

A Moorcroft plate decorated with a fantail, signed by Philip…

Philip Gibson Moorcroft Fantail Plate

A Moorcroft plate decorated with a fantail, signed by Philip Gibson, dated 2004. Signature to base. Boxed. Diameter 22 cm

Moorcroft green leaves and berries plate signed to base.

Signed Moorcroft Plate with Green Leaves and Berries

Moorcroft green leaves and berries plate signed to base.

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…

William Moorcroft signed 'Pomegrante' cabinet plate

Signed Moorcroft 'Pomegranate' Cabinet Plate

William Moorcroft signed 'Pomegrante' cabinet plate

William Moorcroft, Plate, c. 1925, Pomegranate' pattern,…

Moorcroft Pomegranate Plate, 1925

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: Private…

Walter Moorcroft Eventide landscap footed comport decorated…

Moorcroft Eventide Tree Comport

Walter Moorcroft Eventide landscap footed comport decorated with image of a central tree, marked to base, on silver plate circular foot, height 13 cm; diameter 18.5 cm

A Moorcroft 'Orchid' cabinet plate, circa 1949-1986 period, the…

Moorcroft Orchid Cabinet Plate

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 stamp…

Moorcroft Poppies vase and plate with impressed factory mark to…

Moorcroft Poppies Vase and Plate Set

Moorcroft Poppies vase and plate with impressed factory mark to the base. Made in England. c1920s signed on the back of the plate. Vase, Height 13.5 cm, Plate- diameter: 21.5 cm

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

Moorcroft Pansy pattern plate, c.1947-1953, of circular form…

Moorcroft Pansy Plate, 1947-53

Moorcroft Pansy pattern plate, c.1947-1953, of circular form decorated with flowers and foliage, in tones of green and Burgundy on a rich blue ground, diameter 22 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 'Sulphur crested cockatoo' plate designed by Rachel…

Moorcroft Cockatoo Plate

Moorcroft 'Sulphur crested cockatoo' plate designed by Rachel Bishop, initials W. M. Moorcroft with original certificate & box. Numbered 193/350. Condition good, some crazing. Diameter 26.4 cm

Rare Moorcroft lidded bowl Dawn landscape pattern with…

Moorcroft Dawn Landscape Bowl with Silver Lid

Rare Moorcroft lidded bowl Dawn landscape pattern with detachable silver plate lid, 15 cm diameter (2 minute rim chips)

William Moorcroft, flambe plate, c. 1930, 'Leaf and Berry'…

William Moorcroft Flambe Plate, Leaf and Berry Pattern

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 paper Royal Warrant…

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: 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…

Moorcroft, a blue ground sulphur crested cockatoo plate, 1995,…

Limited Edition Moorcroft Cockatoo Plate

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, plate, c. 1920, 'Pomegranate' pattern, of…

Moorcroft Plate, Pomegranate Pattern

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. Provenance: The…

Moorcroft flambe Orchid plate of large proportions and…

Large Moorcroft Flambe Orchid Plate

Moorcroft flambe Orchid plate of large proportions and decorated with blooming orchids in vibrant reds, green, purples, and yellow on a brown underglaze and green exterior. Stamped to base. Condition: very good, little or very minor wear apparent diameter…

Large William Moorcroft flambe cabinet plate, pattern: 'Leaf…

William Moorcroft Flambe Cabinet Plate - Leaf & Berries

Large William Moorcroft flambe cabinet plate, pattern: 'Leaf and Berries', green signature to base and impressed factory marks to base, diameter 30 cm approx

William Moorcroft, Serving Plate, c. 1920, Big Poppy' pattern,…

Moorcroft Poppy Plate

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 Collection, QLD

Moorcroft 'Honeycomb' plate on a blue ground, the base with…

Moorcroft 'Honeycomb' Plate on Blue Ground

Moorcroft 'Honeycomb' plate on a blue ground, the base with painted initials 'Wm' & impressed 'Moorcroft Made in England'. Condition good, some crazing & minor wear to the base. Diameter 25.5 cm

A William Moorcroft for Liberty 'Eventide' comport circa 1925,…

Moorcroft for Liberty 'Eventide' Comport with Tudric Stand

A William Moorcroft for Liberty 'Eventide' comport circa 1925, the shallow bowl richly decorated with a tree design on a graduated orange and red ground. Raised on a 'Tudric' pewter stand. Impressed factory mark to underside of plate. 'H/ made in England…

William Moorcroft, footed bowl, c. 1920, 'Wisteria' pattern,…

Moorcroft Wisteria Footed Bowl with Silver Plate Mount

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 diameter 21.2 cm.…

William Moorcroft, Plate, c. 1914, Pomegranate' pattern,…

Moorcroft Plate, Pomegranate Pattern, 1914

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

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…

William Moorcroft, a Waratah plate, circa 1930, stamped and…

Moorcroft Waratah Plate - Ruth Simon Collection

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 Waratah plate, circa 1930, stamped,…

Moorcroft Waratah Plate, 1930

William Moorcroft, a Waratah plate, circa 1930, stamped, inscribed and paper label: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 22.5 cm diameter

William Moorcroft, a Waratah plate, circa 1930, stamped and…

Moorcroft Waratah Plate, 1930

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

William Moorcroft, a blue ground Waratah plate, circa 1930,…

Blue Waratah Plate by William Moorcroft

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

William Moorcroft, a flambe Waratah plate, circa 1930, stamped,…

Moorcroft Waratah Plate

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. 1930, 'Waratah' pattern, decorated…

"Waratah" Moorcroft Plate, Signed by WM

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