Moorcroft's first innovative range of pottery, called Florian Ware, was a great success and won him a gold medal at the 1904 world's fair (the Louisiana Purchase Exposition in St. Louis, Missouri).

In due course, the extent to which his success had overshadowed Macintyre's other manufacturing activities resulted in resentment on the part of his employers, culminating in their decision in 1912 to close down his studio.

The Moorcroft factory produced an extensive array of moderately-priced domestic tableware items in addition to its famous tubelined, hand-painted art pottery.

Early in his employment at Macintyre's, William Moorcroft created designs for the company's Aurelian Ware range of high-Victorian pottery, which had transfer-printed and enamelled decoration in bold red, blue and gold colours.

Aimed at the luxury end of the collector and gift markets, they are generally in the form of such products as display plates, vases, pin dishes, lamp-bases and jars of varying shape and size.