In 1940 following the death of his wife, Shorter and Cliff married and moved into his residence at Chedwynd House. However, the onset of World War II marked challenging times. The limitations of resources and materials, along with the government's decision to permit only whiteware production, made it impossible for Clarice to continue her design work. Hence, she found herself back on the production floor. In 1942, Newport Pottery closed, and the remaining production of Clarice Cliff's works relocated back to Wilkinson's factory.
The appeal for Cliff's creations declined post-war. The demand shifted towards more conservative ware, and Cliff's role in production diminished gradually, although products bearing Clarice Cliff's signature continued to be produced until the early 1960s. Colley Shorter died in 1963 and the following year Clarice sold the Wilkinson's factory to Midwinter, a fashionable producer of tableware, and she retired.
Cliff's work received recognition once again in January 1972 through a solo exhibition, and despite her passing later that year, the interest in her work began to resurface again towards the end of the decade. By the 1980s, numerous reproductions of some of her most iconic series were being produced.
Although popularity for the Clarice Cliff peaked over 20 years ago with the record £34,000 sale of a ‘May Avenue’ charger in 2003, today there is still a very strong following for Clarice’s striking colours and shapes, and she is a popular choice with collectors.