William Moorcroft worked as a designer at Macintyre in 1897 and was quickly promoted to Manager of Oriental Ware where William and his Florian Ware gained International reputation, being sold through Liberty's, Tiffany's and Rouard.

He formed his own pottery in 1913 after being told the previous year that Macintyre's was to close down his department. With their agreement, he transferred many of his former staff to the new factory. In 1928, William recieved the Royal Warrant and the rights to use the phrase 'Potter to Her Majesty the Queen' which was used in impressed backstamps and paper labels.

William suffered a severe stroke in 1945 and died in the October. His son Walter assumed control of the pottery, and the Royal Warrant was transferred to him in 1946.

William Moorcroft Banded Pomegranate 12 inch Baluster Vase Contact us for price	William Moorcroft Flambé Banded Pomegranate 12 inch Baluster Vase Contact us for price
Early William Moorcroft Burslem Pomegranate & Fruits Trumpet shape vase £635.00	William Moorcroft 7¼ inch Pansy Vase £535.00
William Moorcroft miniature Wisteria Vase