Moorcroft Pottery commits to 'Made in Stoke-on-Trent'

Moorcroft Design Studio member, Kerry Goodwin, creating her 2010 limited edition design Potteries in the Recession on a trial shape

In an age of outsourcing, the Moorcroft Art Pottery is set to remain firmly 'Made in Stoke-on-Trent'.

The chairman of the company, Hugh Edwards, says he is committed to the tradition of the Potteries.

Founded from another Stoke-on-Trent pottery, Moorcroft could be said to have been producing and selling its pottery in the city for the past 200 years.

In 2010, BBC Radio Stoke visited - to make an in-depth profile of the works.

Hear more from the people of Moorcroft AUDIO: Moorcroft painter, Hayley Moore AUDIO :Moorcroft tubeliner Marie Penkethman AUDIO: Moorcroft turner Steve Fox AUDIO: Moorcroft Pottery designer Kerry Goodwin AUDIO: Moorcroft Pottery sponger Paula Collins AUDIO: Moorcroft head mouldmaker Trevor Critchlow

Radio interviews

BBC Radio Stoke visited the factory in Spring 2010, and, over a week, compiled a profile of it, including interviews and photos with the staff.

The radio station's reporter Becky Wood compiled the accounts. You can hear her interviews with staff by clicking on the links to the right.

You can also see her photos of the workers and the factory by clicking on the link below:-

In pictures: the Moorcroft Works

Reputation

Moorcroft's reputation has grown hugely over the last decade - resulting in Christies Auction House dedicating sales to Moorcroft, and Sotheby's Art Auction House also holding large sales including many Moorcroft pieces.

Moorcroft is aimed at the luxury end of the market with items such as display plates, vases and jars, often with the trademark Moorcroft floral designs in bold reds, blues and greens.

Moorcroft art pottery is decorated entirely by hand.

The average Moorcroft vase is sold at around £180-£200 - although collectors' items have been known to be auctioned at over £2000.

The current owner of Moorcroft, Hugh Edwards, is adamant on keeping Moorcroft small-scale and continuing to produce only in Stoke-on-Trent, keeping the 'Made in Stoke-on-Trent' backstamp on all Moorcroft ware.

---

Moorcroft history

The first pieces of pottery by William Moorcroft were created in 1897 and his design style was to become well known around the world, with pieces being sold in Liberty of London, Tiffany & Co in New York and Shreve & Co in San Francisco.

William Moorcroft began his career as a designer, employed at the age of 24 by James Macintyre & Co. Ltd, and, due to the popularity of his pottery, was quickly given charge of the company's entire design studio.

However, Moorcroft had the habit of displaying his signature on all his pieces which didn't endear him to the wider Macintyre works, and he fell out of favour with his colleagues.

Moorcroft's studio was shut down by the company.

William started his own company and within the year was producing pottery in a factory on Sandbach Road in Cobridge where Moorcroft Pottery continues to be made today.

In 1945, after his father's death, Walter Moorcroft took over the company which had grown in international esteem and had been awarded the title Potter to Her Majesty The Queen (this honour was re-issued in 1946 under Walter's name too).

Walter continued to develop the company and went into business with Liberty, the famous London store, and in 1962 Moorcroft bought out the Liberty store's assets.

Hugh Edwards

In 1986, the company appeared to be on the verge of closing down when it was acquired by Hugh Edwards, himself a Moorcroft collector.

In 2008, Edwards put the company up for sale with the condition that any buyer must continue to produce its ware in the Potteries. He withdrew it from sale a year later - no buyer who would accept the condition had come forward.

In 2009, profits of more than £1million were made from a £7million turnover.