The Moorcroft story began in 1897, through the ground breaking work of ceramicist extraordinaire, William Moorcroft, who began to sell his work to retailers, including the prestigious Liberty of London, under his own signature.

Today this beautiful pottery is still  crafted by hand in the heart of Staffordshire and Moorcroft continues to create art pottery, using renowned heritage craft techniques and acclaimed line up of designers, at the highest level in the Applied Arts. 

Each unique clay piece is turned by hand to perfect and refine it's shape. Natural sea sponges give a smooth fettled finish.  The designers pass their paper line work to the tracers, who then trace onto each piece by hand.  The tube liner then slip trails the design onto the clay shape.

After drying overnight the clay piece is handprinted using a floating technique. This allows the paint to float within the created tubeline areas.

After eight hours of biscuit firing, each piece is hand glazed, dried overnight before being smoothed off by hand and fired for a final eight hours.  No wonder Moorcroft is much prized for both it's remarkable artistic and good investment qualities by renowned auction houses around the world.