Moorcroft Review: Art Pottery in an Industrial Age

Moorcroft is the outlier in Stoke-on-Trent. Other potteries make things you eat off. Moorcroft makes things you look at.

Founded in 1897 by William Moorcroft, the company specializes in Art Pottery. Their vases, lamps, and coasters are highly collectible, often appreciating in value.

But is it just for your grandmother's mantelpiece, or is there genuine craft here?

The Technique: Tubelining

The defining characteristic of Moorcroft is Tubelining. Imagine icing a cake. The artist squeezes liquid clay ("slip") through a fine nozzle to draw the outline of the design (flowers, landscapes, birds) onto the pot. This creates a raised barrier. Then, other artists "paint" the glazes into the cells created by the tubelining. It is basically "paint by numbers," but on a curved surface, with materials that change color when fired.

It is incredibly difficult. One slip of the tube and the pot is ruined.

The Aesthetic: Jewel-Like

Because of the raised outlines and the vibrantly colored metallic oxide glazes, a fired Moorcroft pot looks like a jewel. It has texture. You can feel the design with your eyes closed. The styles range from the classic Art Nouveau (William Moorcroft's "Pomegranate") to modern, almost psychedelic landscapes by contemporary designers like Rachel Bishop.

The Collector Cult

Moorcroft has a fanatical following. The "Moorcroft Club" has thousands of members who trek to the Burslem factory for open days. Limited editions sell out instantly. This "investability" saved the company. When traditional manufacturing declined, Moorcroft focused on the high-end collector market.

The Verdict

Moorcroft is an acquired taste. It is ornate. It is busy. It is expensive (a small vase can cost £400). But it is undeniably Handmade. In a world of mass production, the fact that you can see the signature of the tubeliner and the painter on the bottom of every vase makes it special.

Pros:

• Truly handmade art.
• Holds value well.
• Stunning depth of color.

Cons:

• Very expensive.
• Aesthetic is "Heavy" (not for minimalists).

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