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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William Moorcroft Flamminian charger for Liberty & Co., c.1905,…

Art Nouveau Flamminian Charger for Liberty & Co., c.1905

William Moorcroft Flamminian charger for Liberty & Co., c.1905, of circular form, with raised domed central well, surrounded by three Art Nouveau roundels, in a deep red glaze, impressed made for Liberty & Co. And incised signature, diameter 30 cm…

Moorcroft 'Anemone' platter with flambe glaze, impressed…

Moorcroft 'Anemone' Platter with Flambe Glaze, 32 cm Diameter

Moorcroft 'Anemone' platter with flambe glaze, impressed 'Moorcroft, made in England', 32 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 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 charger, Banksia, designed by Sally Tuffin,…

Sally Tuffin Banksia Charger

Moorcroft Pottery charger, Banksia, designed by Sally Tuffin, c1987. Impressed mark and initials. 26 cm diameter,

Moorcroft boxed charger Finch pattern 35 cm diameter

Moorcroft Finch Charger, 35cm Diameter, Boxed

Moorcroft boxed charger Finch pattern 35 cm diameter

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

William Moorcroft shallow platter pomegranate pattern, c1913,…

Moorcroft Pomegranate Platter, c. 1913, 31.5 cm

William Moorcroft shallow platter pomegranate pattern, c1913, 31.5 cm

Moorcroft, 'H.M.S Sirius' charger, 1988, Limited edition 43/150,…

Limited Edition Moorcroft Charger - H.M.S Sirius

Moorcroft, 'H.M.S Sirius' charger, 1988, Limited edition 43/150, designed by Sally Tuffin, impressed and inscribed, Moorcroft, made in England, H.M.S Sirius, 43/150, Wm, 36 cm diameter

A Moorcroft Pottery Queens Choice charger, c.2000, designed by…

Emma Bossons Moorcroft Charger, Queens Choice Design

A Moorcroft Pottery Queens Choice charger, c.2000, designed by Emma Bossons, signed by Emma Bossons and dated 2005 verso, with impressed factory marks. Diameter 36 cm

William Moorcroft, platter, c. 1928, 'Dawn' pattern, decorated…

Moorcroft 'Dawn' Platter, Landscape Design in Blue

William Moorcroft, platter, c. 1928, 'Dawn' pattern, decorated with trees in a landscape in blue against a pale sky enclosed by borders of chevrons, in a matt glaze, signed in blue 'W. Moorcroft', impressed 'Moorcroft, Made in England', hairline crack to…

A Moorcroft orange platter circa 1926

1926 Moorcroft Orange Platter

A Moorcroft orange platter circa 1926

A Moorcroft Queens Choice design charger, a pottery charger,…

Moorcroft Queens Choice Pottery Charger

A Moorcroft Queens Choice design charger, a pottery charger, decorated in the Queen's Choice design by Emma Bossons, copyright 2000, impressed marks and painted monograms, 35.5 cm diameter

Moorcroft 'Hibiscus' charger painted initials to the base 'JW'…

Moorcroft 'Hibiscus' Charger with Initials, 35cm Diameter

Moorcroft 'Hibiscus' charger painted initials to the base 'JW' & impressed 'HD', '99'. Condition good, minor wear. Diameter 35 cm

A Moorcroft fish design charger by Sally Tuffin. 35 cm diameter

Sally Tuffin Moorcroft Fish Charger - 35cm Diameter

A Moorcroft fish design charger by Sally Tuffin. 35 cm diameter

Moorcroft flambe Leaves & Fruits design platter 26 cm diameter…

Moorcroft Flambe Platter with Leaves and Fruits Design

Moorcroft flambe Leaves & Fruits design platter 26 cm diameter approx

A large Moorcroft charger decorated with birds and pomegranate

Birds and Pomegranate Moorcroft Charger

A large Moorcroft charger decorated with birds and pomegranate