Llandovery is a small market town in Carmarthenshire. Zoe Chamberlain never knew what a treasure trove it was until she looked beneath the surface
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 fringed by the Brecon Beacons and Cambrian Mountains, it’s become a regular pit stop for the family.
Zoe 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 kids have enjoyed since they were tots, offering a chance to stretch our legs during the journey. But I must admit, until recently, I’d never actually set foot in the town itself.”
But that all changed one day, when she needed to post a letter as recorded delivery. For the first time, Zoe crossed the main road and ventured away from the castle ruins.
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And what she discovered was a hidden gem that had been overlooked on previous visits. Bunting crisscrossed the main street, fluttering cheerfully in the wind, linking the vibrant buildings and infusing the entire place with a festive spirit, reports Birmingham Live.
Zoe said it felt: “as if we’d stumbled upon a Royal jubilee or an old-fashioned street fair. It felt like stepping into a bygone era, yet it buzzed with 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.” But time was against them on this particular visit.
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 not hard to see why.
The estate is still owned by 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.
She said: “We’ve seen this firsthand in the car park next 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 were incredibly friendly.”
Planning to return for a full day out, the independent shops in Llandovery will definitely be on Zoe’s to-do list. These include the Dragon’s Garden award-winning indie book shop, the 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 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.