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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Moorcroft c.2002 plate and two boxed dishes Inglewood, Oberon…

Moorcroft Plate and Dishes Set

Moorcroft c.2002 plate and two boxed dishes Inglewood, Oberon and Hartring patterns 26 cm, 12 cm x2 dias

Moorcroft 'Powder Blue' cake plate

Moorcroft Powder Blue Cake Plate

Moorcroft 'Powder Blue' cake plate

Moorcroft lustre glazed inkwell, with silver plate hinged lid.…

Moorcroft Lustre Glazed Inkwell with Silver Plate Lid

Moorcroft lustre glazed inkwell, with silver plate hinged lid. Impressed mark 'Moorcroft to base. Diameter 12 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 leaf & berries plate 19 cm diameter

Moorcroft Leaf & Berries Plate - 19cm

Moorcroft leaf & berries plate 19 cm diameter

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)

MacIntyre cornflower cabinet plate, diameter 20 cm

MacIntyre Cornflower Cabinet Plate - 20 cm

MacIntyre cornflower cabinet plate, diameter 20 cm

Three Moorcroft items. Orchid pin dish; Fresia dish; and…

Moorcroft Orchid, Fresia, and Clematis Collection

Three Moorcroft items. Orchid pin dish; Fresia dish; and Clematis plate. Diameter .12 cm, (largest)

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

Moorcroft 'Clematis' display plate, signed and stamp to back,…

Signed Moorcroft 'Clematis' Display Plate, 26cm Diameter

Moorcroft 'Clematis' display plate, signed and stamp to back, diameter 26 cm

Moorcroft, 'Banksia' plate, circa. 1987, designed by Sally…

Moorcroft Banksia Plate

Moorcroft, 'Banksia' plate, circa. 1987, designed by Sally Tuffin, impressed and inscribed, Moorcroft, England, Wm, 26 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

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, 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 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 - 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 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

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 Magnolia plate. Magnolia on blue ground.…

Moorcroft Magnolia Plate with Original Label

William Moorcroft Magnolia plate. Magnolia on blue ground. Original paper label to base.

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

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

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…

Moorcroft limited edition floral cabinet plate, signed Walter…

Signed Moorcroft Floral Cabinet Plate (Limited Edition)

Moorcroft limited edition floral cabinet plate, signed Walter Moorcroft

Moorcroft blue ground floral plate

Moorcroft Blue Floral Plate

Moorcroft blue ground floral plate

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…

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…

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

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.…

Walter Moorcroft plate. Floral decoration on pale green ground.…

Floral Moorcroft Plate, 21cm

Walter Moorcroft plate. Floral decoration on pale green ground. Diameter 21 cm

A Moorcroft orange dinner plate circa 1926

1926 Moorcroft Orange Dinner Plate

A Moorcroft orange dinner plate circa 1926

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 'Reeds at Sunset' plate on a blue ground, the base…

Moorcroft Sunset Reeds Plate

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

Moorcroft 'Magnolia' plate on a white ground, the base with…

Moorcroft Magnolia Plate, 21.5 cm

Moorcroft 'Magnolia' plate on a white ground, the base with painted initials & impressed 'Moorcroft Made in England'. Condition good, minor age related Ware. Diameter 21.5 cm

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

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

Moorcroft Hibiscus Plate on Blue Ground

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…

Moorcroft 'Columbine' Plate, Crazing and Hairline Crack

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

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

Moorcroft Clematis Plate on Blue Ground

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

Moorcroft 'Chinese Dragon' plate on a white ground, the base…

Moorcroft Chinese Dragon Plate

Moorcroft 'Chinese Dragon' plate on a white 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

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.

A vintage blue Moorcroft twenty piece part breakfast service,…

Vintage Blue Moorcroft Breakfast Service

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…

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

Moorcroft Hibiscus display plate impressed mark and green…

Moorcroft Hibiscus Display Plate - Signed and Impressed Mark

Moorcroft Hibiscus display plate impressed mark and green signature to base, diameter 26 cm approx

A William Moorcroft pomegranate plate, c.1918-1929 painted…

Green Signed Moorcroft Pomegranate Plate

A William Moorcroft pomegranate plate, c.1918-1929 painted green signature, with impressed factory mark. Diameter 21.8 cm

A Moorcroft Spiraxia design plate Signature Emma Bossons. 15 cm…

Emma Bossons Moorcroft Spiraxia Plate

A Moorcroft Spiraxia design plate Signature Emma Bossons. 15 cm wide

Two William Moorcroft 'Orange and Blossom' plates, circa 1935

Two William Moorcroft 'Orange and Blossom' plates, circa 1935

Rare 1930s Moorcroft Flowers & Fruit plate with impressed mark,…

1930s Moorcroft Flowers & Fruit Plate with Impressed Mark

Rare 1930s Moorcroft Flowers & Fruit plate with impressed mark, 23.5 cm diameter approx

William Moorcroft, 'Grape leaf' pattern plate, blue glaze with…

Moorcroft Grape Leaf Plate

William Moorcroft, 'Grape leaf' pattern plate, blue glaze with finely painted grapes and vine leaves, signed to base 'Moorcroft' impressed to base 'Moorcroft, made in England', diameter 22 cm

A Moorcroft plate, with floral design on dark blue ground.…

Moorcroft Floral Plate (Chipped)

A Moorcroft plate, with floral design on dark blue ground. Diameter 18.7 cm. (chipped)

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…

Moorcroft floral plate

Moorcroft Floral Dish

Moorcroft floral plate

William Moorcroft signed 'Pomegrante' cabinet plate

Signed Moorcroft 'Pomegranate' Cabinet Plate

William Moorcroft signed 'Pomegrante' cabinet plate

Moorcroft Christmas Robin plate. Holly leaves and Robin…

Moorcroft Christmas Robin Plate

Moorcroft Christmas Robin plate. Holly leaves and Robin decoration. Cream and green ground. Diameter 22 cm

Moorcroft Hibiscus plate. Cream ground. Original label attached.…

Moorcroft Hibiscus Plate with Label and Crack

Moorcroft Hibiscus plate. Cream ground. Original label attached. Fine crack to rim. Diameter 22 cm

Moorcroft Anemea plate pink and purple flowers on a cobalt blue…

Moorcroft Anemea Plate - Floral on Cobalt Blue

Moorcroft Anemea plate pink and purple flowers on a cobalt blue background, signed on rear and impresses Moorcroft made in England, diameter 26 cm

Moorcroft floral plate and matching comport

Moorcroft Floral Plate and Comport Set

Moorcroft floral plate and matching comport

Moorcroft plate featuring Swans limited edition 323 of 350,…

Swan-themed Moorcroft plate, limited edition

Moorcroft plate featuring Swans limited edition 323 of 350, tubeline decorated with depiction of swan and cygnets, reserved against a pale green ground. Diameter 26 cm

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

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

Moorcroft 'Wisteria' plate signature verso. Approx 22 cm…

Moorcroft 'Wisteria' Plate - Signed

Moorcroft 'Wisteria' plate signature verso. Approx 22 cm diameter