Moorcroft was originally founded in 1897 as a studio within a large ceramic company in Stoke on Trent. Designs came from 24 year old William Moorcroft who personalised each piece of pottery produced with his own signature or initials. Moorcroft Pottery soon moved to Sandbach Road where it still is today. Backed by Liberty, the famous London store, Moorcroft went from strength to strength and has recently grown internationally, thanks to the annual auction at Christies. Despite the growth of Moorcroft Pottery as an International Brand, the designs and process of producing beautiful and unique Art Pottery has not changed over the last 100 years.