William Moorcroft was a young man who was destined for greatness. He received critical acclaim and a gold medal. His love of art and pottery combined to form his company. Moorcraft Pottery is admired for its use of bright colors and high glazes.

The beginning of Moorcraft Pottery was the result of a young man's rise in the pottery industry. Moorcraft Pottery is based in Burslem, Stoke-on-Trent. William Moorcroft, a 24 year old designer started his career with James Macintyre & Co. Ltd in 1897. Moorcroft rose quickly and became the lead of the company's art pottery studio within one year. Moorcroft's first line of pottery, Florian Ware, won great critical acclaim as well as a gold metal at the St. Louis International Exhibit in 1904. Florian Ware was decorated by hand using tubelining, a process in which design is outlined in trailed slip. Also introduced around the same time was Moorcroft's Aurelian Ware, a line of high-Victorian pottery. This was transfer-printed and enameled decoration in vivid red, blue and gold colors. William Moorcraft signed his early pottery pieces which was highly irregular. Resentment and jealousy from Macintyre & Co. led the company to close down Moorcroft's studio.

Moorcraft pieces are highly treasured by collectors. For example, a recent listing was published for a Moorcroft Large Pansy Vase. It was signed in green by William Moorcroft. It measures 8" height and 5" width. The detail is outstanding; seven large pansies span the vase with the shade including pink/red to maueve/purple. The background is a rich and deep cobalt blue glaze.

Moorcraft capitalized on the opportunity and started his own pottery business. In 1913 his pottery product was relocated to a new factory.

Moorcroft created a wide variety of modestly priced tableware items. In addition, Moorcroft continue to produce its renowned tubelined, handpainted art pottery. Moorcroft's status increased to the highest degree when Queen Mary, a devoted collector of his works, approved a royal appointment for him. Moorcroft's eldest son, Walter took control of the business shortly before his father's death. The royal appointment was re-issued in Walter's name.

An example of a piece during this period is the Moorcroft Columbine Pin Dish. It is a striking miniature measuring 3" diameter and standing 1.25" high. The design is Columbian, a style introduced by Walter Moorcroft in 1949, with a cobalt blue background.

Financial difficulties presented a challenge to Moorcroft Pottery. Fuel costs as well as labor costs rose significantly. A decision to mass product the pottery was in accordance with a sale of portion of the company to the Roper brothers in 1984. The endeavor to mass produce failed and the Roper brothers' share was sold to business partners, Hugh Edwards and Richard Dennis. In later years, Dennis left the partnership. The Edwards family is the sole owners of the company.

Later design by Walter Moorcroft was reminiscent of the early pieces by his father. Classic designs were coupled with the technological advances in the coloring process.

Moorcroft Pottery is among the English potteries renown for beautiful craftsmanship and design.