WILLIAM Moorcroft, right, began making pottery in 1897, while working at James Macintyre & Co, Burslem.

In 1912, his department closed, but Liberty's in London helped him set up on his own.

William set up Moorcroft Pottery on Sandbach Road, in Cobridge, where he stayed in control of the business until his death in 1945.

The firm was taken over by William's son, Walter, but in 1984 financial problems forced Walter to sell to the Roper brothers, of Churchill China. However, the firm faced liquidation two years on.

London lawyer Hugh Edwards, together with Richard Dennis, stepped in to save the firm.

Walter Moorcroft retained his position as sole designer until his retirement in 1987.

Mr Edwards oversaw the development of Moorcroft's Cobridge Stoneware and Black Ryden range, and the opening of a new £1.2 million factory in Nile Street, Burslem. But the production of the brands were stopped in 2005.

Moorcroft now employs 115 people at Sandbach Road.