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 'Orchard' dish impressed mark to base, diameter 11.5…

Moorcroft 'Orchard' Dish - Impressed Mark - 11.5cm Diameter

Moorcroft 'Orchard' dish impressed mark to base, diameter 11.5 cm

Moorcroft 'Orchard' dish impressed mark & signed to base,…

Moorcroft 'Orchard' Dish: Impressed Mark, Signed, 11 cm Diameter

Moorcroft 'Orchard' dish impressed mark & signed to base, diameter 11 cm

Walter Moorcroft 'Orchard' vase, stamp to base, height 9.5 cm

Moorcroft Orchard Vase

Walter Moorcroft 'Orchard' vase, stamp to base, height 9.5 cm

William Moorcroft 'orchard' posy vase, paper sticker to base,…

Moorcroft Orchard Posy Vase - 9.5 cm

William Moorcroft 'orchard' posy vase, paper sticker to base, height 9.5 cm

Moorcroft 'orchard pattern' vase, height 8.5cn approx

Moorcroft Orchard Vase - 8.5cm Height

Moorcroft 'orchard pattern' vase, height 8.5cn approx

Moorcroft 'Orchard' dish, diameter 11 cm approx

Moorcroft Orchard Dish - 11cm Diameter

Moorcroft 'Orchard' dish, diameter 11 cm approx

A W Moorcroft Orchard pattern vase, with original paper labels,…

W Moorcroft Orchard Vase with Labels - 12cm

A W Moorcroft Orchard pattern vase, with original paper labels, 12 cm height