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 Flambé Banded Pomegranate 12 inch Baluster Vase £3,795.00 Add to Cart	William Moorcroft Blush Flambé Leaf and Blackberry Inverted Baluster Vase £1,775.00 Add to Cart
William Moorcroft huge 12 inch Burslem Pomegranate Baluster Vase (1) £1,750.00 Add to Cart	William Moorcroft huge 12 inch Burslem Pomegranate Baluster Vase (2) £1,750.00 Add to Cart
William Moorcroft Large Moonlit Blue footed bowl £1,400.00 Add to Cart	Early William Moorcroft Pomegranate two handled fluted vase £795.00
William Moorcroft Large 8¼ inch Pansy Vase £775.00 Add to Cart	William Moorcroft for Liberty Pansy Fluted Tudric 7¼ inch Vase £695.00
William Moorcroft Large Pomegranate footed bowl £650.00	Rare William Moorcroft Flambé George VI Coronation Goblet £550.00 Add to Cart
William Moorcroft Large Leaf and Berry footed Bowl £395.00 Add to Cart	William Moorcroft Pomegranate egg-shaped vase £385.00 Add to Cart
William Moorcroft Pomegranate broad-waisted vase £365.00	William Moorcroft Pomegranate Jar and Cover £275.00

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