In 1897 William Moorcroft was employed as designer at James Macintyre & Co Pottery in Staffordshire and within a year he was put in charge of the art pottery studio. His first innovative range of pottery was called 'Florian Ware' which was so successful that it won Gold Medal at the World's Fair in 1904. In 1912 he then went on to open the Moorcroft Factory and together with collaboration from the London store Liberty gained immense popularity with both his decorative and tablewares. A Royal Warrant was granted in 1928 by Queen Mary who was a keen collector of William's work.

Shortly before William's death in 1945, his elder son Walter took over the business which he continued to develop. The Royal Warrant was reissued in his name in 1946. The company underwent some changes due to financial difficulties in subsequent years, until Walter retired as Director of Design in 1987 (although he continued to contribute until his last design 'Rock of Ages' in 1999.) In 1998 Moorcroft established a new Design Studio led by Rachel Bishop whose work is still highly sought after.

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