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...

22 items found:

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A 'Moorcroft Pottery' tray, the rectangular tray inscribed…

A 'Moorcroft Pottery' tray, the rectangular tray inscribed 'Moorcroft Pottery' in green on ivory ground, made as signage for official Moorcroft retailers to display in their cabinets, impressed 'Moorcroft / made in England' to the underside. Length 21 cm,…

Walter Moorcroft tray, pen tray hibiscus, width 20.5 cm (Royal…

Moorcroft Hibiscus Pen Tray (1950)

Walter Moorcroft tray, pen tray hibiscus, width 20.5 cm (Royal Warrant label c.1950)

Footed anemone tazza Moorcroft tazza in the anemone pattern…

Moorcroft Anemone Tazza

Footed anemone tazza Moorcroft tazza in the anemone pattern with a total of 5 large flowers on blue green ground. Bears the signature of Walter Moorcroft to the base. Mid 20th century.11.5 x 16 cm

Four Moorcroft pen trays, in different patterns including a…

Moorcroft Pen Trays in Various Patterns

Four Moorcroft pen trays, in different patterns including a 'Lamia' depicting a pond scene with reeds and lilies on green ground (des. Rachel Bishop, c.1995), a 'Golden Lilly' pattern tray on ivory ground (Sally Tuffin, 1993), a 'Violet' pattern (Sally…

A Moorcroft small tray 'Shepherd's Watch', Derby 'Christmas…

Moorcroft, Derby, and Christmas Small Trays Collection

A Moorcroft small tray 'Shepherd's Watch', Derby 'Christmas Robin small tray and Derby 'Baby Rabbit'

A Moorcroft two handled lidded tazza, Symphony pattern,…

Emma Bossons Moorcroft Symphony Tazza #55

A Moorcroft two handled lidded tazza, Symphony pattern, designed by Emma Bossons for the Moorcroft Collectors Club, c.2003, signed by the designer, numbered 55

Four Moorcroft trays, comprising three pen trays in the…

Moorcroft patterned trays in original boxes

Four Moorcroft trays, comprising three pen trays in the 'Cleopatra', 'Mackintosh' and 'Winds of Change' patterns, and a pin tray in the 'Leicester' pattern, each tube-lined, with impressed Moorcroft stamp, painted marks and other ciphers to the underside,…

A Moorcroft small 'Cornflower' pattern tray, designer Emma…

Limited Edition Moorcroft Cornflower Tray

A Moorcroft small 'Cornflower' pattern tray, designer Emma Bossons (2013), limmited edition, Ref 780/4, Dia.12 cm. MNumbered 36 of 75, dated and signed by the artist and also by Vicki Lovatt. Historic retail $NZ240.

A Moorcroft small 'Scarlet' pattern tray, (2007), Ref 780/4,…

Moorcroft 'Scarlet' Tray

A Moorcroft small 'Scarlet' pattern tray, (2007), Ref 780/4, Dia.12 cm. Historic retail $NZ320

A Moorcroft small 'Anemone' pattern tray, designer Nicola…

Moorcroft Anemone Tray by Nicola Slaney

A Moorcroft small 'Anemone' pattern tray, designer Nicola Slaney (2003), Ref 780/4, Dia.12 cm. Historic retail $NZ290

A Moorcroft 'Minuet' pattern rectangular tray, designer Nicola…

Moorcroft Minuet Tray by Nicola Slaney

A Moorcroft 'Minuet' pattern rectangular tray, designer Nicola Slaney (2004), length 20 cm. Historic retail $NZ540

A Moorcroft small 'Candlelight' pattern tray, designer Nicola…

Moorcroft Candlelight Tray by Nicola Slaney

A Moorcroft small 'Candlelight' pattern tray, designer Nicola Slaney (2005), Ref 780/4, Dia.12 cm. Historic retail $NZ236

A Moorcroft small 'Minuet' pattern tray, designer Nicola Slaney…

Moorcroft Minuet Tray by Nicola Slaney

A Moorcroft small 'Minuet' pattern tray, designer Nicola Slaney (2004), Ref 780/4, Dia.12 cm. Historic retail $NZ488

Small Moorcroft Tudric tazza in wisteria pattern, base stamped…

Moorcroft Tudric Wisteria Tazza - Small Size

Small Moorcroft Tudric tazza in wisteria pattern, base stamped Tudric Moorcroft 01339, 11 cm diameter, 7.5 cm high

William Moorcroft Pansy pattern tazza, with circular bowl, the…

Moorcroft Pansy Tazza, Signed and Marked

William Moorcroft Pansy pattern tazza, with circular bowl, the interior decorated with central pansy, in tones of red, green and purple on a blue ground, raised on a circular foot, signed and marks to base, height 16 cm

A Moorcroft 'Hibiscus' design bottle vase & matching comport,…

Moorcroft Hibiscus Vase & Comport Set

A Moorcroft 'Hibiscus' design bottle vase & matching comport, 1953-1978 period, but probably 1970s, both items typically tubelined and decorated with maroon and yellow flowers, upon a modulating green to Prussian blue ground, with Moorcroft decals, label,…

William Moorcroft, Eventide landscape tray, 1925, impressed…

Moorcroft Eventide Landscape Tray

William Moorcroft, Eventide landscape tray, 1925, impressed marks 'Moorcroft, Made in England, height 2.5 cm, length 34.5 cm, width 23 cm, weight 1.496g

William Moorcroft, unusual tazza stand, C.1930, signed in…

Moorcroft Tazza Stand, 1930

William Moorcroft, unusual tazza stand, C.1930, signed in monogram, impressed marks 'Moorcroft, Made in England 33', height 4.5 cm, diameter 11.5 cm, 130g

Moorcroft wisteria tray. Tubelined decoration. Impressed…

Moorcroft Wisteria Tray with Tubelined Decoration

Moorcroft wisteria tray. Tubelined decoration. Impressed factory mark and signed to base. 27.5 x 17.5 cm

Moorcroft Hibiscus pattern ash tray, 16 x 9 cm approx

Moorcroft Hibiscus Ash Tray - 16 x 9 cm

Moorcroft Hibiscus pattern ash tray, 16 x 9 cm approx

A William Moorcroft Pansy pattern tazza, the shallow bowl…

Moorcroft Pansy Tazza

A William Moorcroft Pansy pattern tazza, the shallow bowl decorated to the interior and exterior with flowers and leaves, raised on a short pedestal with circular spreading foot, facsimile signature and impressed marks, c.1930 under the base. Diameter 165…

Moorcroft pen tray with Art Nouveau style pattern, boxed

Art Nouveau Moorcroft Pen Tray in Box

Moorcroft pen tray with Art Nouveau style pattern, boxed