You mean the Motifs? Motifs are found in Furniture in towns, Backpacks and Urns and other containers out in the world and in delves/dungeons. Note, if you find one in town, more than likely your going to steal it, you can learn it while it is marked stolen, but your going to have to launder it to sell or trade to another player, or put it in the bank.
A Motif for the 9 base races is a Book, and it is a Blue drop. You can also buy these in the Guild stores and kiosks.
The Daedric Motif does not drop until you reach the Caldwell's Gold part of the game, or deep into the Vet Levels. It also has level requirements to be learned in the first place. And, you won't find the Racial Stones (Daedra Hearts) unless you decon a daderic item and get lucky. Hirelings will also bring you these.
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You can buy the motifs from other players (typically from a guild trader). You can also purchase them from the crown store. If you by the purple motifs from a guild trader (or find them in game) just be aware that their are certain crafting skill requirements to learn them (crown store motifs do not have these requirements). Also be aware that the style stones for purple motifs are not common until Veteran Levels, so you will have to purchase those from other players as well.
You can sometimes buy Motifs. Only if another player has found one they don't/need and has put it up for sale. Most Racial Motifs are commonly between 2-5k each but Imperial, Dwemer, Primal, Deadric, Barbaric and Ancient Elf can all be 50k+ depending on the seller. If you plan to buy 1 or 2 Motifs this should not be a problem but if you plan to buy more make sure your coin purse is well fed.
You could always raid the inner sea armature, A friend of mine checks all the dwarven pots, jugs & urns (even the backpacks) & he would sometimes get a racial motif or even a dwemer motif page, I know because (on an extremely rare occurrence) he even found a Legendary Imperial racial motif book once. You do this & come back to the inner sea armature every 10 minutes & you are guaranteed to get something good out of it almost every time, even if you don't get much, at least you will have plenty of lockpicks.
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Is that still for sale. Also I can craft you Orc gear If you want but I don't have the motif to sell. Although I can get Breton as its in my guild store