William Moorcroft (potter)
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William Moorcroft (1872-1945) was an English potter who founded the Moorcroft pottery business[1].
He was born in Burslem, Staffordshire. He studied art at Burslem then in London and Paris[2]. He experimented with his own pottery designs around 1896 while working for James Macintyre & Co Ltd. and produced Aurelian Ware which was partly decorated with transfers and partly painted by hand. Moorcroft developed highly lustred glazes and used oriental shapes and decorations. Some of his techniques were closely guarded trade secrets. He then developed his famous Florian Ware, with heavy slip and a translucent glaze which produces brilliance of colour[3]. Much of the output was sold through Liberty & Co in London[4] and Tiffany in New York.
In 1913, William Moorcroft set up his own factory at Cobridge with staff from Macintyres. The business succeeded. In 1928 Queen Mary made him "Potter to the Queen," which was stamped on the pottery. His son, Walter, took over the pottery in 1945 just before William's death.
