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William 150 Collection

The Potter who opened the door to Moorcroft design, technique & artistry

One hundred and fifty years ago, one of the most gifted potters of his generation, William Moorcroft, was born. Quickly, the art potter gleaned that the consummate skills of botanical design and a passion for the natural world was not enough for his ambitions. In truth, to become an icon for the Applied Arts, success lies not simply in surface decoration and shape design, as these change with what is in vogue during each generation. Something more is always needed. A door had to be opened for generations of potters to perfect.

Whilst the emerging Art Nouveau designs of the continent inspired the young Moorcroft in terms of shape and design, it was to be in his home in the Potteries where he would perfect his ceramic alchemy, during his first job in 1897, as a designer for James Macintyre & Co. There followed the arrival of gold medals from across the Atlantic in St Louis in 1908 to Europe, including a gold medal at the Paris Exhibition in1925. In 1913 William launched a company under his own name, Moorcroft, and the company we know and love today, was firmly established.

With each piece echoing the hallmarks of William’s most renowned work, the Moorcroft Design Studio step forward to honour the founder, of what is said to be one of the greatest Arts and Crafts pottery companies today, with their WILLIAM 150 collection.

Waratah Jewel - Plaque
Numbered Edition

Waratah Jewel PLQ18 Plaque


Boasting a rich flambé glaze, William Moorcroft's Waratah design was specifically made for export to..

Florian Feather - Plaque
Numbered Edition

Florian Feather PLQ5 Plaque


Like William Moorcroft, Moorcroft’s senior designer, Rachel Bishop has succeeded in banishing the Ja..

Florian Blue Pansy - Vase
Numbered Edition

Florian Blue Pansy 366/12 Vase


This shape, complete with fluted rim, has only been used twice before in Moorcroft’s design history...

Carmine Claremont - Vase
Numbered Edition

Carmine Claremont 162/5 Vase


William Moorcroft’s Claremont design, circa 1905, was so popular it stayed in production for over fo..

Bleuet - Vase
Numbered Edition

Bleuet 35/7 Vase


In 1898, Florian Ware was born. These were the first designs identified as Moorcroft, complete with ..

Anemone Jubilation - Vase
Limited Edition

Anemone Jubilation 22612 Vase


Anemone was a design introduced by William, though it was not produced on a large scale. William’s b..

Hispalian - Vase
Limited Edition

Hispalian 7/7 Vase


William Moorcroft’s Hesperian Ware included designs depicting fish, notably, carp, seaweed and shell..

Shoaling - Vase
Limited Edition

Shoaling 9/12 Vase


It is not yet known whether William Moorcroft experimented in salt-glazed designs due to concerns ov..

Victorian Iris - Vase
Limited Edition

Victorian Iris 375/10 Vase


Florian Iris, with traditional blue-on-blue engobe, has delighted Moorcroft enthusiasts from as earl..

Florian Feather - Vase
Numbered Edition

Florian Feather 120/9 Vase


Like William Moorcroft, Moorcroft’s senior designer, Rachel Bishop has succeeded in banishing the Ja..

Aurelian Reborn - Vase
Limited Edition

Aurelian Reborn 370/6 Vase


Glimpses of William Moorcroft’s gifts as an art potter, first appeared through his unusual gilded Au..

Daffodils of Olde - Vase
Numbered Edition

Daffodils of Olde 99/11 Vase


Daffodil designs are one of the oldest Moorcroft blooms, first making their debut in Florian Ware (1..


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