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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A pair of James Macintyre & Co. Florian design vases, designed…

A pair of James Macintyre & Co. Florian design vases, designed by William Moorcroft, circa 1905, each of trumpet form, green and gold tubelined floral design on a dark blue and green ground, printed Macintyre mark and with green painted initials for…

A James Macintyre & Co. Florian design specimen vase, designed…

A James Macintyre & Co. Florian design specimen vase, designed by William Moorcroft, circa 1903, of slim elongated baluster form, green and gold tubelined tulip type design on a dark blue and green ground, printed Macintyre mark and with green painted…

A James Macintyre & Co. Florian design specimen vase, designed…

A James Macintyre & Co. Florian design specimen vase, designed by William Moorcroft, circa 1903, of baluster form, green and gold tubelined tulip type design on a dark blue and green ground, printed Macintyre mark and with green painted initials for…

William Moorcroft Pottery Finches pattern vase,  designed by…

Moorcroft Finches Vase by Sally Tuffin (1988)

William Moorcroft Pottery Finches pattern vase, designed by Sally Tuffin, circa 1988, 17 cm height.

William Moorcroft pottery Finches pattern vase, designed by…

Moorcroft Finches Vase by Sally Tuffin (1988)

William Moorcroft pottery Finches pattern vase, designed by Sally Tuffin, circa 1988, 17 cm height

Moorcroft Pottery large vase - Yacht 1997, Designed by William…

Centenary Yacht Vase by Moorcroft Pottery

Moorcroft Pottery large vase - Yacht 1997, Designed by William Moorcroft & signed by John Moorcroft for the 1997 centenary. 24 cm high. Condition: Excellent

Moorcroft Pottery Liberty vase, Tudor Rose, designed by William…

Moorcroft Liberty Tudor Rose Vase

Moorcroft Pottery Liberty vase, Tudor Rose, designed by William Moorcroft, c1904, for Liberty & Co. 17 cm high. Signed William Moorcroft

Moorcroft Pottery flambe charger, leaves & fruit, designed by…

William Moorcroft Flambe Charger with Leaves and Fruit

Moorcroft Pottery flambe charger, leaves & fruit, designed by William Moorcroft, c1930. Impressed mark and signature. 26 cm diameter

Moorcroft Pottery flambe vase, leaves & fruit, designed by…

William Moorcroft Flambe Vase with Leaves and Fruit

Moorcroft Pottery flambe vase, leaves & fruit, designed by William Moorcroft, c1930, impressed mark and signature to base, 17 cm high

Moorcroft Pottery Burslem vase, early Pansy, designed by…

Early Pansy Moorcroft Pottery Vase by William Moorcroft

Moorcroft Pottery Burslem vase, early Pansy, designed by William Moorcroft, c1918. Impressed Burslem mark, and full signature, 21 cm high

Moorcroft Pottery vase, flambe Orchid, designed by William…

William Moorcroft Flambe Orchid Vase

Moorcroft Pottery vase, flambe Orchid, designed by William Moorcroft, impressed mark and signature to base. 15 cm high

Moorcroft Pottery vase, Big Poppy, designed by William…

William Moorcroft Big Poppy Vase

Moorcroft Pottery vase, Big Poppy, designed by William Moorcroft, impressed mark and signature to base. 26.5 cm high

Moorcroft Pottery vase, Waratah, designed by William Moorcroft,…

Moorcroft Waratah Vase by William Moorcroft

Moorcroft Pottery vase, Waratah, designed by William Moorcroft, impressed mark, paper sticker and signature to base. 18.5 cm high

Moorcroft Pottery vase, Moonlit Blue, designed by William…

Moonlit Blue Moorcroft Pottery Vase, c1925

Moorcroft Pottery vase, Moonlit Blue, designed by William Moorcroft, c1925. Impressed mark and signature to base. 16 cm high

Moorcroft Pottery comport, Eventide, designed by William…

William Moorcroft Eventide Comport

Moorcroft Pottery comport, Eventide, designed by William Moorcroft, impressed mark and full signature to base. 18.5 cm top diameter, 9 cm high

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

A William Moorcroft vase. Queen of the night. Designed by…

"Queen of the Night" Moorcroft Vase

A William Moorcroft vase. Queen of the night. Designed by Angela Davenport. 2002. Numbered edition number 146. 11 cm high

Moorcroft Pottery 'Florian Yacht' vase, designed by William…

Moorcroft 'Florian Yacht' Vase, Centenary Edition #1176

Moorcroft Pottery 'Florian Yacht' vase, designed by William Moorcroft, Moorcroft centenary edition, numbered edition #1176, with certificate. Height 23.5 cm