An antique Art Nouveau Florian Ware pottery jug by William Moorcroft for James Macintyre and Co. Circa: 1900s. The slender shaped conical form ware is adorned with a peacock and a one handle motif. Signed with a green ink and numbered, 347807, on the bottom. William Moorcroft is known for Sculpture. Potter William Moorcroft was born in 1872 in Burslem, Staffordshire, England. He studied art in Burslem and London before joining James Macintyre and Co. as a pottery designer in 1897. Within a year, Moorcroft took direction of the firm's art pottery studio. He focused initially on Victorian style Aurelian Ware featuring transfer printed and enameled decoration in vibrant hues of red, blue, and gold. Over time, Moorcroft produced original high luster glazes and employed Asian influenced designs and motifs. His first major innovation, however, was the Art Nouveau inspired Florian Ware line, featuring floral patterns in subtle colors achieved through heavy slip and translucent glazes. Florian Ware is marked by its intricate hand decoration, often incorporating poppies, tulips, and other flowers. Antique and Vintage Art Nouveau Pottery Ceramic Table and Desk Wares, Home Decor, and Collectibles.