In 1913, successful pottery designer, William Moorcroft, set up his independent company after a dispute with his previous employers. Although the potter already had a reputation for his fine works at James Macintyre & Co., the Moorcroft name was enhanced by Queen Mary's collecting of his pieces, which led to the company receiving a royal warrant in 1928. Moorcroft's pottery also gained the interest of prestigious retailers, such as Harrods, Tiffany & Co. and Liberty of London. A popular early line from William Moorcroft was his hand-decorated 'Florian Ware', inspired by the Art Nouveau movement. Some thirty years after the founding of Moorcroft, control of the company was transferred to William's son, Walter. From 1945 to 1999, Walter produced an array of new designs, from the exaggerated floral 'Anemone' pattern to his final scenic landscape design, entitled 'Rock of Ages'. Today, Moorcroft continues to manufacture vases, lamps, cups etc., working with a number of artists and designers who emulate their founder's passion for fine art pottery.

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