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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Moorcroft Finch & berries patterned small vase, sign to base,…

Moorcroft Finch & Berries Patterned Small Vase - Signed - 17cm

Moorcroft Finch & berries patterned small vase, sign to base, height 17 cm

Moorcroft 'Finches' plate and dish on blue grounds, both…

Moorcroft 'Finches' Plate and Dish Set on Blue Grounds

Moorcroft 'Finches' plate and dish on blue grounds, both impressed 'Moorcroft, made in England', 22 cm and 12 cm diameter

A Moorcroft 'Finches' charger, the large shallow dish in…

Moorcroft 'Finches' Charger, Sally Tuffin Design, 1992, Purple Blue

A Moorcroft 'Finches' charger, the large shallow dish in 'Finches' pattern (des. Sally Tuffin, c1992) tube-line decorated with three birds, foliage and fruits in shades of purple upon a blue ground, with impressed Moorcroft stamp and other cyphers and…

Moorcroft Pottery, squat vase 'Finches' signed and embossed…

Moorcroft Pottery 'Finches' Squat Vase with Original Box, 10.5cm

Moorcroft Pottery, squat vase 'Finches' signed and embossed mark to base, with original box., height 10.5 cm

Two Moorceoft 'Finches' and 'Fruit and Vine' pattern plates,…

Moorcroft Finches and Fruit Plates Set

Two Moorceoft 'Finches' and 'Fruit and Vine' pattern plates, comprising a 'Sample' plate in the 'Finches' pattern (des. Sally Tuffin, 1991-1992) on a modulating Prussian blue ground, and a 'Fruit and Vine' plate on navy ground, painted by Wendy Mason, all…

A modern Moorcroft vase, Finches pattern, squat form with…

Moorcroft Finches Vase, 20.5 cm

A modern Moorcroft vase, Finches pattern, squat form with trumpet neck, impressed mark and signature to base, height 20.5 cm.

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.

A Moorcroft vase, designed by Sally Tuffin, finches design, on…

Sally Tuffin Moorcroft Vase with Finches Design

A Moorcroft vase, designed by Sally Tuffin, finches design, on green ground, height 18.5 cm

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 vase, Moorcroft Finches and fruit by Sally Tuffin,…

Moorcroft Finches and Fruit Vase

Moorcroft vase, Moorcroft Finches and fruit by Sally Tuffin, height 10.5 cm

Moorcroft small 'Finches' vase impressed mark to base, height…

Moorcroft Finches Vase - 11cm

Moorcroft small 'Finches' vase impressed mark to base, height 11 cm

Walter Moorcroft candlestick decorated with finch and fruit,…

Moorcroft Finch and Fruit Candlestick

Walter Moorcroft candlestick decorated with finch and fruit, signed to base, height 20.5 cm

Moorcroft 'Finch and Fruit' patterned vase, late 20th century,…

Moorcroft Finch and Fruit Vase

Moorcroft 'Finch and Fruit' patterned vase, late 20th century, impressed 'Moorcroft, made in England, 10.5 cm high

Moorcroft finches and fruit, Sally Tuffin, 5.5'

Moorcroft Finches & Fruit by Sally Tuffin

Moorcroft finches and fruit, Sally Tuffin, 5.5'

Moorcroft Pottery large lamp base - Finch Design, by Sally…

Moorcroft Finch Lamp Base

Moorcroft Pottery large lamp base - Finch Design, by Sally Tuffin, C;1991, impressed mark to base. 27 cm diameter at the middle. 21 cm high. Condition: Excellent

'Finches', small Sally Tuffin Moorcroft vase c.1988, 11 cm high

Sally Tuffin Moorcroft Finches Vase (1988)

'Finches', small Sally Tuffin Moorcroft vase c.1988, 11 cm high

'Finches', Sally Tuffin Moorcroft vase c.1988, 17 cm high

Sally Tuffin Moorcroft Finches Vase

'Finches', Sally Tuffin Moorcroft vase c.1988, 17 cm high

Moorcroft Sally Tuffin finch bird dish impressed to base,…

Moorcroft Finch Bird Dish, 12cm Diameter

Moorcroft Sally Tuffin finch bird dish impressed to base, diameter 12 cm

Moorcroft boxed charger Finch pattern 35 cm diameter

Moorcroft Finch Charger, 35cm Diameter, Boxed

Moorcroft boxed charger Finch pattern 35 cm diameter

A Moorcroft vase, bulbous baluster shape, Finches designed by…

Moorcroft Finches Vase by Sally Tuffin

A Moorcroft vase, bulbous baluster shape, Finches designed by Sally Tuffin in the ochre colourway, 1989/1990, height 17 cm

A Moorcroft charger, Finches, designed by Sally Tuffin in the…

Moorcroft Finches Charger in Ochre (10 words)

A Moorcroft charger, Finches, designed by Sally Tuffin in the ochre colourway, 1989/1990. Diameter 35.5 cm

Three William John Moorcroft 'Fruit and Finch' items, including…

William Moorcroft 'Fruit and Finch' Collection

Three William John Moorcroft 'Fruit and Finch' items, including jug; candlestick; and bud vase. All monogrammed 'Wm' and impressed mark 'Moorcroft, made in England' to base. Height 21 cm (candlestick)

Moorcroft finch and fruit vase (Sally Tuffin)

Sally Tuffin Moorcroft Finch & Fruit Vase

Moorcroft finch and fruit vase (Sally Tuffin)

Sally Tuffin for Moorcroft Pottery, Vase, c. 1990, Finches'…

Moorcroft Vase with Finches and Pomegranate Decoration

Sally Tuffin for Moorcroft Pottery, Vase, c. 1990, Finches' pattern, decorated with pomegranate, berries and finches against a green and blue ground, painted monogram of William J. Moorcroft, impressed 'Moorcroft, Made in England, height 24 cm. Provenance…

Sally Tuffin for Moorcroft, vase, c. 1990, 'Finches' pattern,…

Sally Tuffin Moorcroft Vase with Finches Pattern

Sally Tuffin for Moorcroft, vase, c. 1990, 'Finches' pattern, of squat form, decorated with pomegranate, berries and finches against a blue ground, painted monogram of William J. Moorcroft, impressed 'Moorcroft, Made in England, height 20.5 cm. Provenance…

A baluster form Moorcroft vase, finches. 27.5 cm high.

Moorcroft Finches Baluster Vase

A baluster form Moorcroft vase, finches. 27.5 cm high.

Moorcroft small vase, two finches, fruit and foliage, height 10…

Moorcroft Vase with Finches and Fruit

Moorcroft small vase, two finches, fruit and foliage, height 10 cm

Moorcroft 'Finches' vase by Angela Davenport of tapered oviform,…

Angela Davenport Moorcroft Finches Vase

Moorcroft 'Finches' vase by Angela Davenport of tapered oviform, on a light blue ground, painted with tubelined finches amongst pomegranates. Impresseed stamp 'Moorcroft Made in England', painted initials 'WM', signed 'Anji'. Condition good, expected…

Modern Moorcroft Compressed circular vase blue Finches pattern,…

Blue Finches Moorcroft Vase - 21cm Height

Modern Moorcroft Compressed circular vase blue Finches pattern, 21 cm height

A Moorcroft Blue Finches design vase of slender baluster form…

Moorcroft Blue Finches Vase by Sally Tuffin

A Moorcroft Blue Finches design vase of slender baluster form with everted rim. Designed by Sally Tuffin. 27 cm high

A Moorcroft Blue Finches design vase of slender baluster form…

Moorcroft Blue Finches Vase

A Moorcroft Blue Finches design vase of slender baluster form with everted rim. Designed by Sally Tuffin in 1988. 27 cm high

A Moorcroft Finches Blue ginger jar designed by Sally Tuffin.…

Blue Finches Ginger Jar by Sally Tuffin - 21cm

A Moorcroft Finches Blue ginger jar designed by Sally Tuffin. 21 cm high

A Moorcroft Blue Finches design large two handled vase.…

Moorcroft Blue Finches Two-Handled Vase

A Moorcroft Blue Finches design large two handled vase. Designed by Sally Tuffin in 1988. 34 cm high

A Finch pattern Moorcroft vase. 11 cm high. Designed by Sally…

Finch Pattern Moorcroft Vase by Sally Tuffin, 11 cm High

A Finch pattern Moorcroft vase. 11 cm high. Designed by Sally Tuffin

Moorcroft Sally Tuffin finches vase, 10.5 cm high approx

Moorcroft Tuffin Finches Vase, 10.5 cm Height

Moorcroft Sally Tuffin finches vase, 10.5 cm high approx

Moorcroft finch & pomegranate vase, by Sally Tuffin

Moorcroft Finch & Pomegranate Vase

Moorcroft finch & pomegranate vase, by Sally Tuffin

Moorcroft small vase, Finches and Fruit by Sally Tuffin

"Finches and Fruit" Moorcroft Vase by Sally Tuffin

Moorcroft small vase, Finches and Fruit by Sally Tuffin