Moorcroft Claremont

William Moorcroft (1872–1945), the founder of the celebrated British art-pottery company that shares his last name, was both an aesthete and a technical innovator. Along with William de Morgan, he is regarded as one of the greatest ceramists of the Arts and Crafts movement, yet Moorcroft’s singular style is heavily inflected with the lush naturalism of the Art Nouveau school of art and design.

The son of a decorative pottery painter, Moorcroft was born in Staffordshire, the center of English ceramics-making, studied at the Wedgwood Institute and in 1897 joined the local pottery manufacturer James Macintyre Co. as a designer. After a year, he was put in charge of the company’s art-pottery studio, and there he developed a new style of wares named “Florian,” made with a technique called tube-lining, or slip-trailing. In this method, decorative motifs are outlined with a thin, raised border produced by piping a thread of clay onto the body of a vessel — much like squeezing toothpaste from a tube.

Moorcroft, who took the unusual step of signing his ceramics, would go on to win numerous international awards. In 1913, backed by the London department store Liberty Co., he left Macintyre to open his own workshop. Queen Mary, wife of King George V, gave Moorcroft her Royal Warrant in 1928. Shortly before he died in 1945, his son, Walter Moorcroft (1917–2002), took over as head of the firm. The pottery company is still in business in Staffordshire, with a design department headed by Rachel Bishop.

William Moorcroft’s ceramics are noted for their colorful, ebullient (and often slightly surreal) decorations depicting stylized natural forms — flowers, toadstools, fruit (pomegranate is a favorite among collectors), insects and landscapes. Most Moorcroft wares are finished with a glossy overglaze. Blue-and-white and pastel shades were generally used as underglazes on early Moorcroft pieces, and he later developed a rich, ruddy background glaze he called “flambé.”

Moorcroft art pottery has a rich, warm and inviting look — a comforting aesthetic that explains their enduring appeal.

Find antique and vintage William Moorcroft pottery, vases, serveware and more on 1stDibs.

Every time you move into a house or an apartment — or endeavor to refresh the home you’ve lived in for years — life for that space begins anew. The right home accent, be it the simple placement of a decorative bowl on a shelf or a ceramic vase for fresh flowers, can transform an area from drab to spectacular. But with so many materials and items to choose from, it’s easy to get lost in the process. The key to styling with antique and vintage decorative objects is to work toward making a happy home that best reflects your personal style. 

Ceramics are a versatile addition to any home. If you’ve amassed an assortment of functional pottery over the years, think of your mugs and salad bowls as decorative objects, ideal for displaying in a glass cabinet. Vintage ceramic serveware can pop along white open shelving in your dining area, while large stoneware pitchers paired with woven baskets or quilts in an open cupboard can introduce a rustic farmhouse-style element to your den.

Translucent decorative boxes or bowls made of an acrylic plastic called Lucite — a game changer in furniture that’s easy to clean and lasts long — are modern accents that are neutral enough to dress up a coffee table or desktop without cluttering it. If you’re showcasing pieces from the past, a vintage jewelry box for displaying your treasures can spark conversation: Where is the jewelry box from? Is there a story behind it?

Abstract sculptures or an antique vessel for your home library can draw attention to your book collection and add narrative charm to the most appropriate of corners. There’s more than one way to style your bookcases, and decorative objects add a provocative dynamic. “I love magnifying glasses,” says Alex Assouline, global vice president of luxury publisher Assouline, of adding one’s cherished objects to a home library. “They are both useful and decorative. Objects really elevate libraries and can also make them more personal.”

To help with personalizing your space and truly making it your own, find an extraordinary collection of decorative objects on 1stDibs.