Moorcroft Pottery is a name renowned among pottery collectors and enthusiasts worldwide. With its distinctive and stunning designs, Moorcroft has become synonymous with elegance, craftsmanship, and a rich heritage.

I have admired Moorcroft pottery since I first saw it when I was a teenager (I can’t remember where I saw it - probably whilst visiting an antique shop with my mum). I had been learning about Art Nouveau art and design as part of my art GCSE studies at school and was more than a little smitten with it. I could see the Art Nouveau influence in the Moorcroft designs, which is what made it appeal to me initially.

The fact that a piece of Moorcroft is instantly recognisable whatever the design, and whether it was made last week or a hundred years ago, is, I think, quite remarkable. So join me in an exploration of the history of this iconic brand of British pottery.

The Birth of a Legacy…

The story of Moorcroft Pottery begins in Stoke-on-Trent, Staffordshire, during the late 19th century. The man behind the creation of this exceptional brand was William Moorcroft, a visionary and extraordinarily talented ceramic artist.

William Moorcroft's journey into the world of pottery began with his education at the Burslem School of Art and subsequent graduation from what is now the Royal College of Art in London. He joined James Macintyre & Co., a renowned art pottery manufacturer, and it wasn't long before his unique artistic abilities were noticed.

In 1897, Moorcroft premiered his groundbreaking Florian Ware collection at the World's Fair in Paris. This collection became an instant sensation, earning Macintyre & Co. international acclaim. Inspired by the Art Nouveau movement, Moorcroft utilized bold flowing lines and intricate patterns to adorn his pieces. One of Moorcroft's most distinctive techniques, known as 'tubelining,' revolutionized the industry. Tubelining involves the use of raised slip clay to create the outline of a design, which is then filled with colored enamel. This technique added depth and character to the pottery pieces, an effect that remains iconic to Moorcroft even today. The new pottery was retailed by stores such as Liberty and Harrods in London, and Tiffany and Co. in New York.

In 1913, with funding from Liberty, William Moorcroft established his eponymous pottery studio at Sandbach Road, Burslem, where the factory still operates to this day. Over time, Moorcroft Pottery became synonymous with innovation, exquisite craftsmanship, and unrivalled quality. This led to the honour of Moorcroft being appointed ‘Potters to H. M. The Queen’ in 1928.

The Evolution of Moorcroft Pottery.

William Moorcroft sadly died in 1945 and his son Walter, who had joined the company at the age of 20, took over the business and became the sole designer. Walter developed his own style, which many experts believe matured in the 1950’s, and featured designs such as exotic flowers and vivid colours - a welcome relief after the drab and sombre time of the Second World War.

Moorcroft Pottery continued to flourish through the decades, and in 1986 Sally Tuffin became the head of design. With the assistance of Phillip Richardson, her tenure saw the addition of some new styles, including geometric designs, animals and birds to the Moorcroft portfolio.

Between 1993 and 1997 Rachel Bishop was solely responsible for design and her work saw the brand evolve further, until in 1997 the Moorcroft Design Studio was founded, a group of ceramic artists whose combined ideas and appreciation of the history of the brand have made it the internationally respected success it is today.

Moorcroft Pottery Today

Moorcroft pottery captivated lovers of craftsmanship and design when it was first founded, and continues to do so today. Each piece is still meticulously handmade and hand-painted - a true rarity in these days of mass-production - their intricate designs a joy to behold. From delicate floral motifs to richly colored landscape scenes, Moorcroft pottery effortlessly combines tradition and innovation, standing as a testament to its enduring appeal. Today, collectors cherish these distinctive creations, seeking out rare and limited-edition pieces that both celebrate the brand's legacy and embrace contemporary sensibilities. With its fusion of artistic excellence and enduring beauty, Moorcroft pottery remains a coveted treasure in the world of antiques and collectibles.

Buying Moorcroft Pottery

Whether you buy Moorcroft pottery because you love it, or as an investment (or maybe both), you are spoilt for choice. There are so many designs, and these are then sometimes available in different colour ways, and on different shape pieces, big and small, that you could spend years buying it and still find something you haven’t seen before! When you add into the mix trial pieces, which are sometimes subtly different to the finalised design, or never progressed to the production stage, you can see how people become addicted to hunting down that elusive one-off or incredibly rare piece.

If you buy Moorcroft because you think it’s beautiful, it’s straightforward - just buy what you love! Find the design or colour way or shape that pulls at your heartstrings, the piece that you know you will get joy from owning and never tire of looking at. Moorcroft release new designs regularly, often as limited edition runs, which means that only a pre-determined number of each piece will be made. So you can buy new pieces fresh from the pottery, or buy pre-loved pieces from antique dealers or auctions. While it is always preferable to buy pieces in perfect condition, if re-sale value is not an important factor to you then I personally wouldn’t be deterred by a piece that has a small chip in an unobtrusive place, or has been restored, especially as this will make the item cheaper to buy. For instance, we currently have for sale the Wisteria vase shown below, which is a beautiful piece of William Moorcroft pottery with the sought after flambe glaze, signed by him and dating from around 1930. It has a small restored area to the base which you can’t see unless you know it’s there and are looking for it, but because of this the price is nowhere near what it would be if it was perfect - I would certainly be happy to buy it because it is a lovely rare vase of a good size with a beautiful design and colour palette, and a ‘perfect’ example would be out of my budget. The investment buyer however would probably feel differently!

If you are buying as an investment, then I think now is a good time. Moorcroft prices have generally fallen in recent years (though prices for early and rare pieces have not, and continue to increase) which means you can buy at a price that is likely going to increase over time. Do your research and buy pieces that are in perfect condition, as any damage or restoration can affect the value. Look for the early William Moorcroft pieces if your budget will stretch that far, or perhaps consider more recent rarities that are just starting to emerge onto the pre-loved market from deceased estates, or collectors who are cashing in. I think it would be difficult to loose money investing in Moorcroft Pottery, and with a bit of consideration and willingness to hold onto the pieces for a while, I think it is a safe option, financially speaking. And, of course, you can enjoy owning it while it (hopefully) makes you some money!

While I don’t claim to be any sort of an expert - at all! - on Moorcroft Pottery, I do truly love it, so thanks for reading and I hope you have enjoyed my ramblings. If you get the chance to visit the Moorcroft visitor centre in Stoke-on-Trent, where you can experience a factory tour (pre-book only) I would strongly recommend it.

To finish off, here is a photo of my favourite piece of Moorcroft pottery that we have sold, so far, at least...

Thanks again, Charlotte.