Originally founded in 1897 as a studio within a large Stoke-on-Trent ceramic company, a young 24 year old William Moorcroft designed and personalized each piece of pottery produced with his own signature or initials. Eventually, in 1912 he moved to his own factory where Moorcroft is still made today. Money for the first factory came from Liberty, the famous London store, and Liberty continued to control Moorcroft until 1962. In 1986, Hugh Edwards and his wife took over control of the financially troubled Moorcroft and in the last 25 years have brought Moorcroft back to its former glory with art pottery stronger today than in its previous heydey of thre mid-1920's. Young designers while maintaining the traditions are introducing bold new designs. Production is still small and designs change frequently. Moorcroft is always moving its art forward.

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