In 1984, the family sold the bulk of their shares on the open market. After several material shareholder changes in the mid-1980s and early 1990s, Moorcroft is now controlled by the Edwards family, and has been since 1993.
The world profile of Moorcroft has grown internationally, both in quality and in perceived value. Auctioneers Christies hold a dedicated Moorcroft sale each year. In 2001, Sothebyís NewYork hold a major sale comprising many pieces of Moorcroft pottery. The Victoria & Albert museum has joined many other national museums with significant pieces of Moorcroft pottery in their permanent collections.
In 1993, Rachel Bishop joined Moorcroft as only its fourth designer in almost a hundred years. Just 24 years old, she was soon to see sales of her work flourish. With that success came the Moorcroft centenary in 1997, and in the same year the Moorcroft Design Studio was formed, originally comprising no less than eight designers with Rachel
at their head.
Today, Moorcroft leads the world of art pottery with its own distinctive design style. With added value coming from the skills and craftsmanship of a dedicated workforce, Moorcroft is selling more of its magnificent ware all over the world today, than it did even in its previous heyday in the mid-1920s.