William Moorcroft, Potter: Individuality by Design is a pioneering study by Jonathan Mallinson, Emeritus Fellow of Trinity College, Oxford. It follows the career of William Moorcroft through a wealth of private papers, letters and diaries, business correspondence and published reviews in newspapers, trade magazines and art journals. Richly illustrated with examples of his pottery, it explores what lay behind the unique impact of work sought by museums and treasured in homes the world over.