William Moorcroft (1872-1945) was an English potter who founded the Moorcroft pottery business.He was born in Burslem, Staffordshire. He studied art at Burslem then in London and Paris. 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.
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