The Birth of Moorcroft Art Pottery

The journey of fine art pottery at Moorcroft began in 1897, when the talented William Moorcroft designed the first pieces while working at James Macintyre & Co. As an esteemed graduate of what is now the Royal College of Art in London, William’s innovative designs caught the attention of prestigious stores right from the start. Notably, retailers such as Liberty of London, Harrods, and Tiffany & Co. in New York eagerly purchased the new art pottery. Importantly, early Moorcroft pieces have become highly prized by renowned auction houses globally, consistently fetching impressive prices. This legacy continues to this day, as Moorcroft maintains a strong reputation for both remarkable artistry and good investment potential, proven over more than a century.

Establishing a Legacy

Fast forward to 1913, when William secured substantial funding from Liberty to move production to the current factory on Sandbach Road, operating under the name W. Moorcroft Ltd. This pivotal move marked a new chapter in the company’s history. By 1928, after achieving numerous gold medals and prestigious international awards, Moorcroft earned the esteemed title of ‘Potters to H. M. The Queen’. William proudly accepted this honour on behalf of his company, solidifying its reputation in the world of fine pottery.

Evolution and Innovation

In 1945, Walter Moorcroft took on the important role of sole designer for Moorcroft, ushering in a new era of creativity. Under Walter’s stewardship, design continued to evolve, especially in the 1950s, as he developed a distinctive style that incorporated exotic flowers into the Moorcroft repertoire. Following the somber mood of World War II, the dramatic use of colour that emerged from the Moorcroft kilns provided a much-welcomed change.

A New Vision

In 1986, Sally Tuffin took over design responsibilities, further broadening the artistic vision of Moorcroft art. Alongside Phillip Richardson, she introduced captivating themes featuring animals, birds, and geometric patterns, enriching the overall aesthetic.

A Global Leader

Today, Moorcroft Pottery remains a leader in the world of art pottery, recognized for its unique design style. With added value stemming from the skills and craftsmanship of a dedicated workforce, Moorcroft is selling an impressive amount of its magnificent wares globally—more than during its previous heyday in the mid-1920s. This remarkable growth reflects the enduring appeal of Moorcroft art pottery, a true testament to its legacy and artistry.