Reporter Zoe Chamberlain had passed through the charming market town of Llandovery countless times en route to family holidays in Pembrokeshire. Nestled on the banks of the River Tywi and bordering the Brecon Beacons and Cambrian Mountains, it was a regular pit stop for them for all.
She said: “We usually park up and hike up the hill to explore the 13th-century castle ruins and pay homage to the statue of Welsh resistance hero Llywelyn ap Gruffydd Fychan – a tradition my children have enjoyed since they were small, offering a chance to stretch our legs during the journey. Yet, I must admit, I’ve never actually ventured into the heart of the town itself.”
When she needed to post a letter as recorded delivery, Zoe found herself crossing the main road and heading in the opposite direction to the castle ruins. What she discovered was an absolute gem that she’d been overlooking all these years, reports Birmingham Live.
Bunting crisscrossed the main street, fluttering cheerfully in the breeze, linking the brightly coloured buildings and infusing the entire place with a festive atmosphere reminiscent of a Royal jubilee or a vintage street fair. Zoe said: “It felt like stepping back in time, yet there was a freshness and energy that was utterly captivating.
“I was eager to delve into every quaint gift shop, charity store, hidden alleyway and retro vintage boutique, and pop into every pub for a pint.” However, time was against them as they had a beach to reach and family to see.
Upon returning home, Zoe delved deeper into what makes Llandovery so unique. King Charles selected the Llwynywermod Estate, near Llandovery, as his personal residence in Wales when he was Prince of Wales, and it’s easy to see why.
The estate remains under the ownership of the Duchy today. Known as ‘the beating heart of drover country’ (referring to those who drove livestock to market), weekly livestock sales are a significant part of Llandovery’s economy.
Zoe added: “We’ve seen this firsthand in the car park adjacent to the castle, and there’s an annual sheep festival too. You can visit the tourist information centre, the Llandovery Museum and the Penygawse Tea Rooms, reputed to serve the best coffee in Wales. Even the post office is brimming with gifts and the staff are incredibly friendly.”
When she returns for a day trip, there are several independent shops in Llandovery on her to-do list: Books at the Dragon’s Garden award-winning indie bookshop, Llandovery Antiques Centre for 2,500 square feet of antiques and collectables, and La Patisserie bakery and deli with its mouth-watering pastries and bubble teas.
Then there is also the Myddfai Trading Company, a social enterprise that creates its own natural toiletries and fragrances, Bumblebees of Llandovery haberdashery, Lorwyn Gifts with a variety of gifts, children’s clothes and toys, and Davies and Co, filled with ‘lovely things for you and your home’, are all part of the charm of Llandovery.