12/06/2026
Factual Friday
The Story of Moorcroft Pottery
By Charlie Elphinstone
While looking around the great variety of porcelain and ceramics we have in the shop, I spotted a very unique pattern: the Moorcroft.
View Online - https://www.strichenantiques.co.uk/search?q=Moorcroft&type=products
The story begins with a young 24-year-old named William Moorcroft, who was employed as a designer at the James Macintyre & Co. Ltd. factory in 1897.
In 1904, William entered the World’s Fair in Louisiana with his “Florian ware,” which won him a gold medal.
Later, in 1912, the employers at James Macintyre believed that they were being overshadowed by the young Mr. Moorcroft, so they made the decision to shut down his studio. He then founded his own company, “W. Moorcroft Ltd.,” where he was in charge.
This new company created a great selection of products ranging in price, all of which were signed by William Moorcroft himself. They found great success when they began selling their items in prestigious shops such as Liberty of London, Harrods, and Tiffany.
In 1928, Queen Mary—an avid collector—awarded Moorcroft the Royal Warrant.
In 1945, shortly before William’s death, his son Walter Moorcroft became the sole designer. Following World War II, the designs became much more vibrant with colour.
Since that time, the company has changed ownership multiple times, but they are still producing pottery every year on a much more industrial scale.
