Learn about Moorcroft

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...
These items are not for sale and the descriptions, images and prices are for reference purposes only.

William Moorcroft, Teapot, c. 1914, 'Cornflower' pattern, decorated with flowers amongst foliage, on a mottled green and ochre ground, signed in green 'W. Moorcroft, height 19.5 cm. Provenance: The Estate of Mary Smart

MacIntyre Moorcroft 'Poppy' teapot, C1902. Height 13.5 cm

A William Moorcroft, for James McIntyre, Swags, roses and Forget-Me-Not, teapot and stand c.1918-1926. Printed and painted factory marks. Height 16.5 cm (with stand)

Moorcroft 'Powder Blue' teapot, coffee trio, plus salt and pepper shakers

William Moorcroft tea service 'Pomegranate' pattern including teapot, cream jug, sugar bowl, six tea cups and saucers, signed to base 'Moorcroft', impressed to base 'Moorcroft' and 'Made in England'. Height 20 cm (teapot)

A Moorcroft 'Violet' pattern teapot, squat circular shape, decorated with the stylised Art Nouveau inspired design. Diameter 14 cm

Moorcroft pomegranate tea set, including jug, sugar, teapot, cup/saucer and teapot stand

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 blue Speckle-glazed breakfast set, mid-20th century, a tea pot, coffee can and saucer, and egg cup on integral stand, impressed marks underside. Height 10.5 cm (pot), and shorter

A William Moorcroft teaset, pomegranate pattern consisting of a teapot, hot water pot, cream and sugar, the rims and lids in hand beaten pewter, handle of teapot with professional restoration. Impressed and signed marks to base

Moorcroft 'Buttercups' teapot with two cups & saucers by Sally Tuffin