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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An early 1900s Moorcroft vase, dawn landscape pattern, with…

Moorcroft Dawn Landscape Vase with Chevron and Fish Scale Motifs

An early 1900s Moorcroft vase, dawn landscape pattern, with chevron and fish scale motifs, cylindrical form with flared rim and base, small professional restoration to rim, height 18 cm.

A Moorcroft 'Queen of the Night' vase, Des. Anji Davenport,…

Moorcroft 'Queen of the Night' Vase by Anji Davenport

A Moorcroft 'Queen of the Night' vase, Des. Anji Davenport, 2002 the 152/5 shape vase, tube-line decorated with large 'Queen of the Night' flowers, which bloom between dusk and dawn, upon a dark blue-green ground, with impressed Moorcroft stamp, numbered…

William Moorcroft, 'Dawn' vase, c. 1930, of baluster form,…

William Moorcroft, 'Dawn' vase, c. 1930, of baluster form, glazed earthenware, stamped 'Made in England' and 'Moorcroft', signed in blue 'W. Moorcroft', restored rim (A/F), height 21 cm, diameter 12 cm. Provenance: Private Collection, Melbourne

A Moorcroft Stars at Dawn plaque, designed by Emma Bossons, c.…

Framed Moorcroft Stars at Dawn Plaque by Emma Bossons (2006)

A Moorcroft Stars at Dawn plaque, designed by Emma Bossons, c.2006 framed

A Moorcroft 'Stars at Dawn' plaque, designer Emma Bossons…

Moorcroft 'Stars at Dawn' Plaque by Emma Bossons

A Moorcroft 'Stars at Dawn' plaque, designer Emma Bossons (2006) Rectangular plaque in frame. 305 x 205, excluding frame. Historic retail $NZ1990

A Moorcroft 'New Dawn' vase, designer Emma Bossons (2006), tall…

Moorcroft 'New Dawn' Vase by Emma Bossons

A Moorcroft 'New Dawn' vase, designer Emma Bossons (2006), tall baluster shape, height 205. Historic retail $NZ1000

A Moorcroft 'New Dawn' vase, designer Emma Bossons (2006),…

Moorcroft New Dawn Vase by Emma Bossons

A Moorcroft 'New Dawn' vase, designer Emma Bossons (2006), Shape 99/8, height 21 cm. Historic retail $NZ1000

William Moorcroft, Flambe' small vase, c. 1925, 'Dawn' pattern,…

Moorcroft Flambe' Vase, 'Dawn' Pattern

William Moorcroft, Flambe' small vase, c. 1925, 'Dawn' pattern, decorated with blue trees in a hilly landscape around the body and neck, divided by two bands of red chevrons, signed 'W.M.' in blue, height 14 cm. Provenance: Private Collection, Sydney

Large Moorcroft Dawn pattern vase, ovoid form, 37 cm height

Moorcroft Dawn Ovoid Vase - 37cm Height

Large Moorcroft Dawn pattern vase, ovoid form, 37 cm height

William Moorcroft, Pottery vase C.1925, Dawn pattern, decorated…

Moorcroft Dawn Vase

William Moorcroft, Pottery vase C.1925, Dawn pattern, decorated with a band of trees and hills in blue against a pale sky enclosed by borders of chevrons, in a matt glaze, signed in blue W. M., impressed Moorcroft, made in England on base, 15.5 cm…

Very rare large Moorcroft Dawn landscape vase, with bright…

Large Flambe Moorcroft Dawn Landscape Vase, Signed by William Moorcroft

Very rare large Moorcroft Dawn landscape vase, with bright flambe glaze, signed William Moorcroft to base, height 32 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, vase, c. 1925, Dawn' pattern, decorated with…

Moorcroft Dawn Vase, 1925

William Moorcroft, vase, c. 1925, Dawn' pattern, decorated with a band of trees and hills in blue against a pale sky enclosed by borders of chevrons, in a matt glaze, signed in blue 'W. Moorcroft', impressed 'Moorcroft made in England, height 23 cm

Moorcroft Dawn bowl. Tubelined decoration in tones of blue, the…

Blue Moorcroft Dawn Bowl with Chevron Rim Decoration

Moorcroft Dawn bowl. Tubelined decoration in tones of blue, the exterior with band of chrevron decoration to rim. Impressed factory mark and signature to base, hairline crack to rim. Diameter 10.5 cm

William Moorcroft twin handled jar and cover Dawn pattern,…

Moorcroft Twin Handled Jar with Dawn Pattern

William Moorcroft twin handled jar and cover Dawn pattern, cylindrical form, central band of landscape enclosed by two broad chevron borders, 13.5 cm dia, 11 cm height

A William Moorcroft 'Dawn Landscape' vase, squat baluster form,…

Moorcroft 'Dawn Landscape' Vase

A William Moorcroft 'Dawn Landscape' vase, squat baluster form, traditional encircling landscape with balloon form trees in blue tones, chevron repeating bands to the neck and base, impressed mark and initials painted in blue. Height 8.8 cm, small…

William Moorcroft, platter, c. 1928, 'Dawn' pattern, decorated…

Moorcroft 'Dawn' Platter, Landscape Design in Blue

William Moorcroft, platter, c. 1928, 'Dawn' pattern, decorated with trees in a landscape in blue against a pale sky enclosed by borders of chevrons, in a matt glaze, signed in blue 'W. Moorcroft', impressed 'Moorcroft, Made in England', hairline crack to…

William Moorcroft, vase, c. 1928, 'Dawn' pattern, decorated…

Moorcroft 'Dawn' Vase, 1928

William Moorcroft, vase, c. 1928, 'Dawn' pattern, decorated with a band of trees and hills in blue against a pale sky enclosed by borders of chevrons, in a matt glaze, signed in blue 'W. M', impressed 'Moorcroft, Made in England, height 16 cm. Provenance:…

William Moorcroft, Ginger Jar, c. 1926, 'Dawn' pattern,…

Moorcroft Ginger Jar, 'Dawn' Pattern, 1926

William Moorcroft, Ginger Jar, c. 1926, 'Dawn' pattern, decorated with a band of trees and hills in blue against a pale sky between borders of chevrons, in a matt glaze, signed in blue 'WM', impressed 'Moorcroft, Made in England, height 15 cm. Provenance:…

William Moorcroft, large vase, 1926, 'Dawn' pattern, of…

Moorcroft 'Dawn' Vase, 1926

William Moorcroft, large vase, 1926, 'Dawn' pattern, of cylindrical form, decorated with a band of trees and hills in blue against a pale sky enclosed by borders of chevrons, in a matt glaze, signed in blue 'W. Moorcroft' and dated '1926', impressed…

A large William Moorcroft 'Dawn' landscape vase of flambe glaze,…

William Moorcroft Flambe Vase, 'Dawn' Landscape, 1930

A large William Moorcroft 'Dawn' landscape vase of flambe glaze, circa 1930. Impressed marks and original paper label to base

Moorcroft 'Dawn' dish showing a landscape in blue tones,…

Blue Landscape Dish by Moorcroft

Moorcroft 'Dawn' dish showing a landscape in blue tones, impressed stamp to the base. Condition good, small stain, minor age related wear. Diameter 11 cm

A Moorcroft Dawn design circular footed bowl by William…

Moorcroft Dawn Footed Bowl by William Moorcroft

A Moorcroft Dawn design circular footed bowl by William Moorcroft. 25.5 cm

A Moorcroft Dawn pattern circular bowl designed by William…

William Moorcroft Circular Dawn Bowl (22cm)

A Moorcroft Dawn pattern circular bowl designed by William Moorcroft. 22 cm in diameter

Very rare large Moorcroft Dawn landscape vase with bright…

Rare Large Flambe Moorcroft Dawn Landscape Vase

Very rare large Moorcroft Dawn landscape vase with bright flambe glaze. 33 cm high.