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 early Pansy pattern vase, baluster form, purple, red and yellow toned pansies with white upper ground and cobalt blue below. Impressed marks and signature in green. Height 20 cm

William Moorcroft ovoid jardiniere pomegranate pattern, 17 cm diameter

William Moorcroft fruit bowl on three legs pomegranate pattern, 23 cm diameter

William Moorcroft fruit bowl early mottled green pomegranate pattern, 17 cm diameter

William Moorcroft ovoid vase pomegranate pattern, 18 cm height

William Moorcroft commemorative jug 'The bell Edmonton', continuous shallow relief moulded blue ground, printed Macintyre mark, 16.5 cm height

William Moorcroft inverted baluster vase lilac pattern, signature & printed Macintyre mark c1905, 18 cm height

William Moorcroft ovoid vase Eighteenth century pattern, signature & printed Macintyre mark c1905, 14 cm height

William Moorcroft elongated specimen vase Violets pattern, signature & printed Florian mark c1900, 29.5 cm height

William Moorcroft elongated ovoid specimen vase Alhambra pattern, printed Macintyre mark c1900, 31 cm height

William Moorcroft elongated specimen vase green & gold daisy pattern, signature & printed Macintyre mark, c1903, 19.5 cm height

William Moorcroft long stem specimen vase pomegranate pattern, 25.5 cm height

William Moorcroft elongated ovoid vase early pomegranate pattern, 23 cm height

William Moorcroft ginger jar and cover pomegranate pattern, 19 cm height

William Moorcroft shallow platter pomegranate pattern, c1913, 31.5 cm

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

William Moorcroft ovoid posy vase Moonlit blue pattern, 12.5 cm height

William Moorcroft ovoid vase wisteria pattern, 18.5 cm height

William Moorcroft, Vase, c. 1918, Big Poppy' pattern, decorated with flowers against a green ground, signed in green 'W. Moorcroft' and impressed 'Moorcroft Burslem England, height 10 cm. Provenance: Private Collection NSW

William Moorcroft, Vase, c. 1925, Pansy' pattern, of squat form, decorated with mauve and purple pansies against a blue ground, signed in blue 'WM', impressed 'Moorcroft, Made in England, height 10 cm. Provenance: Private Collection NSW

William Moorcroft, Vase, c. 1925, 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, height 8 cm. Provenanc

William Moorcroft, Large Vase, c. 1920, Pomegranate' pattern, decorated with pomegranates and berries amongst foliage against a navy blue ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft, Burslem England', restored, height 37

William Moorcroft, Vase, c. 1920, Pomegranate' pattern, decorated with pomegranates and berries amongst foliage against a navy blue ground, signed in green 'W. Moorcroft', impressed 'Moorcroft, Made in England, height 17.5 cm. Provenance: P

William Moorcroft, Vase, c. 1925, Pomegranate' pattern, decorated with pomegranates and berries amongst foliage against a navy blue ground, signed in blue 'W. M.', impressed 'Moorcroft, Made in England, height 21 cm. Provenance: Private Col

William Moorcroft, Vase, c. 1925, Pomegranate' pattern, decorated with pomegranates and berries amongst foliage against a navy blue ground, signed in blue 'W. Moorcroft', impressed 'Moorcroft, Made in England, height 25 cm. Provenance: Priv

William Moorcroft, Vase, c. 1908, 18th Century' pattern, decorated with swags of flowers against a cream ground, signed in green 'W. Moorcroft', printed 'made for Liberty & Co., height 27.5 cm. Provenance: Private Collection NSW

William Moorcroft, Macintyre' Twin-handled Vase, c. 1907, Rose, Tulip and Forget-me-not' pattern, decorated with sprays of flowers against a cream ground, signed in green 'W. Moorcroft', printed Macintyre mark and registered design number,

William Moorcroft, Florian Ware' Vase, c. 1900, Fleur-de-lys' pattern, decorated with blue flowers and leaves against a light blue ground, signed in green 'W. M. des', with printed Florian Ware mark and registered design number, height 20 c

William Moorcroft, a blue ground Waratah vase, circa 1935, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 20.5 cm high

William Moorcroft, a Waratah vase, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 19 cm high. Provenance: The Ruth Simon Collection, Sydney

William Moorcroft, a Waratah vase, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 19 cm high. Provenance: The Ruth Simon Collection, Sydney

William Moorcroft, two Waratah candlesticks, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 8 cm high

William Moorcroft, a Waratah bowl, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 21 cm diameter

William Moorcroft, a Waratah vase, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 19 cm high. Provenance: The Ruth Simon Collection, Sydney

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

William Moorcroft, a Waratah bowl, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 11 cm diameter

William Moorcroft, a blue ground Waratah vase, circa 1932, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 21 cm high

William Moorcroft, a flambe Waratah jug, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 18.5 cm high. Provenance: The Ruth Simon Collection, Sydney

William Moorcroft, a Waratah vase, circa 1930, stamped and inscribed: W. Moorcroft, Made in England, By Appointment Potter to HM The Queen, 18 cm high. Provenance: The Ruth Simon Collection, Sydney

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