Designer William Moorcroft (1872-1945) invented his glazing method and created his own unique style. Moorcroft relied on floral ornaments, and his products became one of the brightest manifestations of the principles of Art Nouveau and Art Nouveau. The brand was famous for vessels decorated with stylized plants (“florian ware”), as well as “shining products”: vases, planters and caskets with a chandelier and gilding (“aurelian ware”).

In 1904, Moorcroft’s work was awarded a gold medal at the International Exhibition in St. Louis, USA. Numerous medals and certificates followed, culminating in the right to be called “Supplier to the Royal British Court” in 1928. The master headed the factory until his death in 1945. The money for production until 1962 came from the well-known London department store Liberty.