Moorcroft — the Staffordshire pottery known for its distinctive tube-lined floral designs and rich, deep glazes — appears in poems about the Arts and Crafts movement and the pursuit of beauty against industrial uniformity; A poem about William Moorcroft's "Flaminian" and "Florian" wares might describe the tube-lining process: "he drew the pattern in slip, a raised line containing the colour as a river's bank contains the flood"; Moorcroft's Macintyre period — when William Moorcroft designed for the Macintyre factory before founding his own — gives poems about the artist within the commercial enterprise a specific example; In a poem about a collector's shelf, a row of Moorcroft pieces in their various patterns represents decades of gathering: "the Wisteria, the Pomegranate, the Eventide — each one a different mood, each one the same patient hand"; The depth of Moorcroft's glazes — built up in layers that pool in the recesses of the tube-lined pattern — suits poems about depth as a quality of both surface and meaning; A poem about the Staffordshire Potteries might use Moorcroft as its most visible argument that craft survived industrialisation: "while the bottle kilns made their plain thousands, one man in Burslem was drawing flowers that held the light."