Moorcroft

William Moorcroft started working for James Macintyre & Co in Burslem, Stoke on Trent in 1897. He was just 24. But William was soon to gain recognition for his innovative vase designs. Early pieces included blue and white patterns of violets and poppies called Florian Ware. Later came more colourful designs of toadstools, pomegranates and landscapes.

William Moorcroft's pomegranate design

However, this did not go down well with James Macintyre and he and William parted company in 1912. William moved to a new factory in Sandbach Road in Stoke, taking with him most of James Macintyre's workforce.

William was financially backed by Liberty of London. This meant that the range could be extended to include other objects like inkwells, candlesticks, clock cases and toast racks. In 1913, for Liberty's, William designed tea services for it to use in it's tea rooms. This range was called Powder Blue, and was in production until 1963.

In 1928 Queen Mary granted Moorcroft a Royal Appointment, allowing "Potter To HM The Queen" to be stamped on each piece.

Anemone pattern stamped Potter To HM The Queen.

Moorcroft had continued production through the First World War and likewise WWll. William's son Walter was in the Army Intelligence Corps in WWll, and in 1945 received news that his father had suffered a stroke. Walter was flown home just in time to see William before he died.

Walter took over control of the factory and started producing designs of his own. These were more colourful than before, and were welcomed by post-war Britain. William's determination ensured continuing success. However the pottery industry hit a recession in the early eighties and Moorcroft was no exception. Walter sold to a local pottery family in 1984. But they in turn sold to Hugh Edwards and Richard Dennis and their wives, Maureen and Sally. Walter stayed on as the designer until 1987 when he retired and Sally Dennis took over.

In 1993 Rachel Bishop became the new designer. Only the fourth in just under a hundred years. She was 24. The same age as William when he joined James Macintyre and Co in 1897.

The Moorcroft factory still stands on the same site in Sandbach Road as it did in 1897. Although modern techniques have taken over, one of the original kilns now stands in the middle of the factory shop.

Moorcroft pottery is much sort after, selling more now then ever before and can be seen in museums all over the world, including the Victoria and Albert museum in London.

Three modern Moorcroft pieces. 1994-2002.

There should be no problem buying through auction by leaving bids, providing you obtain a condition report via the Email. The report should state any defects, if the Auction House is not prepared to do this, DO NOT LEAVE A BID. A good reference book on Moorcroft is essential, go to the local library first to see if one is available. A good source for high quality pieces would be an antique fair, not a village hall affair but a major fair, such as the next one at the NEC Birmingham, which is at the end of January. If my memory is correct the last time I went to the NEC I saw at least six stalls that had excellent examples, ranging in price from £100 to £3,000 and more.

With regard to the modern pieces of Moorcroft, which I like, only buy the best, not seconds. If I intended to start a collection of Moorcroft I would go for pieces pre 1945, prior to William Moorcroft's death. I would expect to pay high if I bought from a dealer but this is always compensated by the lucky buy from a fair or car boot. I would also buy one or two of the modern pieces to put the collection into perspective from the point of continuity. The major London Auction Rooms have special sales devoted to Moorcroft and art pottery, a simple phone call to ascertain the next sale, request a catalogue and then it is up to you. Bear in mind that the catalogue is in its own right a valuable guide to prices. The reference book I would recommend is the mouth watering "Moorcroft Pottery" by Paul Atterbury, published by Richard Dennis & Hugh Edwards in 1987, I think a visit to a second hand bookshop will be needed. The golden rule, never buy anything damaged or over repaired. Buy a copy of the Antiques Trade Gazette and check on the sales, usually a piece of Moorcroft will be illustrated or mentioned in the write up of the sale.

David Barby, 12th January 2004.