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...
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A William Moorcroft two tone pomegranates pattern vase, circa 1905, baluster in form with a everted rim, raised on a circular foot, a band of pomegranates decorating the waist, and a band of berries to the rim, all on a two tone beige/blue ground, impresse

A William Moorcroft pomegranates pattern vase, circa 1915, baluster in form raised on a circular foot, decorated with pomegranates on a blue/ green ground, impressed factory marks and full signature in green to base, 24 cm high, 8 cm wide at rim

A tall William Moorcroft pomegranates pattern vase, circa 1905, tapering in form, decorated with pomegranates on a pale green ground, impressed factory mark and signed 'W.Moorcroft' in green to base, 30 cm high

A William Moorcroft Claremont pattern planter, circa 1914, tapering in form, decorated with toadstools on a pale green ground, impressed factory marks & signed 'W.Moorcroft' in green to base, 17 cm high

A William Moorcroft fish pattern vase, circa 1935, baluster in form raised on a circular foot, decorated with a fish, seaweed and jellyfish design on a pale blue ground in a matt glaze, impressed factory marks & signed Wm in dark blue to base,17 cm hig

A William Moorcroft Eventide pattern vase, circa 1925, tapering in form with a subtly everted rim, decorated with four overlapping trees on a graduated dusk ground, impressed factory marks & signed W.M to base,18 cm high

Large William Moorcroft flambe vase, pattern: Leaf and Berry, height 24 cm

William Moorcroft Macintyre vase, signed by William Moorcroft to base, with printed Macintyre Burslem stamp and # M2603. Dual handled, floral decorated. Circa 1910. Height 17 cm

William Moorcroft 'Wisteria' vase having tubelined detail over a matt ivory finish, signed to the base. Height 50 cm

A William Moorcroft pansy pattern baluster vase. Impressed mark and blue painted signature. Height 14 cm

A William Moorcroft pottery Florian Ware cornflower blue vase c.1904 - 1913 with James MacIntyre & Co factory mark and green painted signature height 19.5 cm

A William Moorcroft pottery Florian Ware cornflower blue vase c.1904 - 1913 in the Persian shape with James MacIntyre & Co factory mark and green painted initials height 28 cm

A William Moorcroft bottle vase, Hibiscus pattern on dark blue background. Brushpoint initials, impressed factory marks and paper label under the base. Height 21 cm

A rare MacIntyre 'Revived Cornflower' tall double gourd form vase, the red dominant floral design on a mottled green and dark blue ground, elegant double gourd form, impressed shape no.166 to base, full signature in green for William Moorcroft, pri

William Moorcroft, saltglaze leaf and berry bulbous vase, C.1925, signed in monogram, and with impressed signature and 'Made in England, height 10.5 cm, diameter 14 cm, weight 496g

William Moorcroft, pomegranate biscuit box, C.1916, signed, impressed marks 'Moorcroft Burslem,' with original label., height 17 cm, width 18.5 cm, depth 13 cm, weight 1.14kg

William Moorcroft, small Pansy bulbous vase, C.1920, signed in monogram, impressed marks 'Made in England, Moorcroft, M32', height 8 cm, diameter 10.5 cm, weight 262g

William Moorcroft, golden green lustre vase, C.1916, impressed marks 'Moorcroft, Burslem, M37', height 23.5 cm, diameter 14.5 cm, weight 1.076g

William Moorcroft, miniature celadon Pansy baluster vase, C.1916, signed in monogram, impressed marks 'M, 51', height 6.3 cm, diameter 3.5 cm, weight 28g

William Moorcroft, Pansy baluster vase, C.1925, signed, impressed marks 'Moorcroft, Burslem, 140', height 17.5 cm, diameter 14 cm, weight 674g

William Moorcroft, miniature wisteria vase, C.1936, impressed marks 'Moorcroft, Made in England, M22', height 9.5 cm, diameter 6.5 cm, weight 172g

William Moorcroft, miniature wisteria baluster vase, C.1920, impressed marks 'Moorcroft, Made in England, M22', height 8.7 cm, diameter 6.5 cm, weight 126g

William Moorcroft tall pomegranate vase, 1914, signed and dated 1914. Imprinted 'Moorcroft Burslem 1914', height 31.3 cm, diameter 14.3 cm, weight 1.27kg

William Moorcroft, miniature wisteria vase, C.1925, signed in monogram, impressed marks 'Moorcroft, Made in England, 189', height 9 cm, diameter 8.5 cm, weight 210g

William Moorcroft, pomegranate comport, C.1920, impressed marks 'Moorcroft, Made in England 801' Repair to rim., height 5.5 cm, diameter 12.5 cm, weight 260g

William Moorcroft, large Freesia bulbous vase, C.1930, signed in monogram, impressed signature 'Made in England, Potter to HM the Queen, height 32 cm, diameter 20 cm, weight 2.814kg

William Moorcroft, Eventide landscape baluster vase, C.1925, signed in monogram, impressed marks 'Moorcroft, Made in England, height 13 cm, diameter 12 cm, weight 394g

William Moorcroft, pomegranate pin bowl, C.1925, signed in monogram, impressed marks 'Moorcroft Burslem' number indistinct., height 3 cm, diameter 11 cm, weight 176g

William Moorcroft, small Hazeldene vase, C.1903, signed, stamped 'Made for Liberty & Co. Rd no. 397964', height 10 cm, diameter 8 cm, weight 200g

William Moorcroft, Claremont Toadstool vase, C.1916, signed in monogram, impressed marks 'Moorcroft, Made in England, height 17 cm, diameter 12.5 cm, weight 668g

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, berries and leaves flambe cigarette box, C.1930, impressed signature 'W Moorcroft, Potter to HM the Queen, Made in England, height 5 cm, length 12.3 cm, depth 9 cm, weight 246g

William Moorcroft pomegranate vase, 1920, signed and imprinted 'Moorcroft Burslem England 393', height 25.5 cm, diameter 13.5 cm, weight 1.42kg

William Moorcroft, Orchid flambe flared vase, C.1930, impressed signature W Moorcroft, 'Potter to HM the Queen, Made in England, height 11.5 cm, diameter 7.6 cm, weight 230g

William Moorcroft, Orchid and wild flowers green vase, C. 1935, signed in monogram, impressed marks 'Moorcroft, Made in England, height 12.5 cm, diameter 15 cm, weight 760g

William Moorcroft Macintyre, Florian Ware Art Noveau vase, 1898-1906, signed, with Macintyre stamp. Repair to rim., height 18 cm, diameter 10 cm, weight 268g

William Moorcroft, pomegranate pot pourri, C.1925, signed, impressed marks 'Made in England, Moorcroft 769', height 14 cm, diameter 11 cm, 550g

William Moorcroft, Claremont Toadstool flower holder with Holes, C.1930, height 4.5 cm, diameter 12 cm, weigh 724g

William Moorcroft, moonlit blue landscape pewter jug, C.1925, signed in monogram, impressed marks 'Made in England, Moorcroft, 280', height 8 cm, diameter 10 cm, weight 174g

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

William Moorcroft, miniature Hazeldene landscape vase, C.1903, signed, printed mark 'Rd no. 397964, height 8 cm, 5 cm, weight 106g

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