Moorcroft: England's Premier Art Pottery Since 1897
Moorcroft pottery, founded by William Moorcroft in 1897 at the Macintyre factory in Burslem, Staffordshire, and operating independently from 1913, is celebrated for its distinctive tube-lined decoration and rich, lustrous glazes. William Moorcroft's Florian ware and later flambe pieces established a tradition of artistic excellence continued by his son Walter and subsequent designers. Moorcroft remains in production today, making it one of the longest continuously operating art potteries in England.
History and Key Periods
- Macintyre period (1897-1913): William Moorcroft as designer at James Macintyre & Co.; Florian ware, Aurelian ware
- Early Moorcroft (1913-1945): Independent factory; pomegranate, pansy, wisteria, and landscape patterns; Royal Warrant in 1928
- Walter Moorcroft era (1945-1987): William's son continues; anemone, hibiscus, and other floral designs
- Modern period (1987-present): New designers including Sally Tuffin, Rachel Bishop, and others; limited editions
Identification and Marks
- Macintyre period: Printed "Macintyre" mark with "W. Moorcroft" signature in brown or green
- Green signature: William Moorcroft's painted signature in green (1913-1945); blue for seconds
- Walter Moorcroft: "W. Moorcroft" painted signature; often with impressed "MOORCROFT MADE IN ENGLAND"
- Royal Warrant: "POTTER TO H.M. THE QUEEN" mark from 1928
- Paper labels: Various paper labels used throughout production
- Modern marks: Impressed and painted marks with designer initials and year cyphers
Notable Patterns
- Florian ware: Art Nouveau flowing designs in blue and green; the earliest and most valuable
- Pomegranate: Fruit and berry design; William Moorcroft's most iconic pattern
- Pansy: Purple and yellow pansy flowers on dark blue or green grounds
- Wisteria: Trailing wisteria blossoms; highly sought in flambe glaze
- Landscape/Moonlit Blue: Stylized trees against blue sky; rare and valuable
- Flambe glazes: Rich red, orange, and purple glazes achieved through reduction firing
Auction Price Ranges
| Item | Price Range |
|---|---|
| Florian ware vase (Macintyre period) | $2,000 - $15,000 |
| Flambe landscape vase (large) | $3,000 - $12,000 |
| Pomegranate vase (large, early) | $500 - $3,000 |
| Wisteria vase (flambe glaze) | $1,000 - $5,000 |
| Pansy pattern vase | $300 - $1,500 |
| Walter Moorcroft anemone vase | $150 - $600 |
| Modern limited edition piece | $100 - $500 |
| Small pin dish or ashtray | $50 - $200 |
Condition Factors
- Glaze integrity: Crazing, while common, reduces value; uncrazed examples are preferred
- Tube-lining: The raised slip outlines should be intact; worn or rubbed tube-lining diminishes value
- Flambe glazes: Even, rich coloring commands premiums; dull or thin flambe is less desirable
- Restoration: Professional restoration is common on valuable pieces; UV examination recommended
- Signature clarity: Clear, legible artist signatures enhance confidence and value
Collecting Tips
Macintyre-period Florian ware represents the pinnacle of Moorcroft collecting, with fine examples regularly exceeding $10,000. William Moorcroft's flambe pieces in landscape patterns are also blue-chip items. Pomegranate remains the pattern most associated with the brand and offers good value across a range of price points. Walter Moorcroft pieces are more affordable than his father's work and represent solid value. The modern factory produces limited editions that have a dedicated collector base, though secondary market premiums are less predictable. Size matters significantly; larger vases bring disproportionately higher prices than small items in the same pattern. Always check for the correct period mark to confirm dating, as patterns were reissued across eras.