William Moorcroft (1872-1945) was one of the most celebrated potters of the early twentieth century. His career extended from the Arts and Crafts movement of the late Victorian age to the Austerity aesthetics of the Second World War. Rejecting mass production and patronised by Royalty, Moorcroft’s work was a synthesis of studio and factory, art and industry. He considered it his vocation to create an everyday art, both functional and decorative, affordable by more than a privileged few: ‘If only the people in the world would concentrate upon making all things beautiful, and if all people concentrated on developing the arts of Peace, what a world it might be,’ he wrote in a letter to his daughter in 1930.
