Moorcroft Pottery

Moorcroft Pottery holds a distinctive place in the world of British art pottery. Its origins date back to 1897, when William Moorcroft, then a talented young designer, began working for James Macintyre & Co. Ltd., a respected ceramics firm in Staffordshire. His exceptional work, especially in the 'Florian Ware' range, characterised by its flowing, tube-lined decoration and rich glazes, quickly stood out. So much so, in fact, that Macintyre allowed him to sign his name on each piece an unusual privilege at the time and a testament to his growing reputation.

International Acclaim and Royal Appointment

In 1904, Moorcroft’s artistry was internationally recognised when he won a gold medal at the St Louis International Exhibition, a prestigious event that helped place his designs on the global stage. By 1913, he had parted ways with Macintyre and set up his own pottery in Burslem, Stoke-on-Trent, where Moorcroft Pottery remains to this day.

The firm’s reputation for quality craftsmanship and aesthetic excellence led to further accolades. In 1928, Moorcroft was granted a Royal Warrant and appointed Potter to HM The Queen—an honour that confirmed its status as one of Britain’s foremost art potteries.

Collectability and Artistic Legacy

Although the Moorcroft family no longer owns or operates the company, the brand has retained its identity and artistic values. Under the Edwards family, who took over in the 1990s, Moorcroft experienced a renaissance; both artistically and commercially. New designs have continued to build on the legacy of the early pieces, and many collectors now actively seek both heritage and contemporary ranges.

Moorcroft’s distinctive style, featuring vivid colours, floral and nature-inspired motifs and tube-lining techniques, has won it a devoted collector base. Its appeal spans generations and pieces can be found in prestigious collections and museums worldwide, including the Victoria and Albert Museum in London.

Auction Appeal and Valuation

Moorcroft pottery regularly performs well at auction, especially older and rarer pieces. Pre-1945 items, particularly those designed and signed by William Moorcroft himself, are the most valuable. Key early patterns such as Claremont, Poppy, Wisteria, and Iris are perennially popular with collectors.

When it comes to valuation, several factors influence the price:

• Age: Earlier pieces, especially those from the 1900s–1930s, are in higher demand.

• Design and Pattern: Unusual, discontinued, or rare patterns tend to command higher prices.

• Condition: As with all ceramics, chips, cracks, or restoration can significantly affect value.

• Signature and Markings: Signed pieces or those with the full Moorcroft stamp often achieve higher estimates.

• Provenance: Items with an interesting history or from notable collections may fetch a premium.

Recent years have seen an increase in interest for limited edition and artist-signed contemporary pieces as well. The modern market is robust, and Moorcroft remains a strong name in both antiques and decorative arts auctions.

Thinking of Selling?

If you're considering selling a piece of Moorcroft pottery, our expert valuers can help you determine its authenticity, rarity, and current market value. Whether you're looking to auction a single item or an entire collection, we offer professional appraisal services and access to a global network of collectors.

MOORCROFT - SEARCH OUR ARCHIVES

On the right of this page you will see a few highlights of Moorcroft items we've sold - to see more, including prices and dates, search our sold lot archives. 

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