The quaint market town of Llandovery is nestled on the banks of the River Tywi and bordering the Brecon Beacons and Cambrian Mountains.

A familiar sight for family drives up to Pembrokeshire, reporter Zoe Chamberlain had never taken more than a passing interest in the place.

An occasional stopping point on their journey, Zoe had only ever seen the large car park that backs onto a hill climb and 13th-century castle ruins, which make a great place for younger travellers to stretch their legs.

Zoe said: “Until recently, I had never ventured into the heart of the town itself. This changed when I needed to post a letter as recorded delivery, leading me to cross the main road and explore beyond the castle ruins.

“To my surprise, I discovered that I had been overlooking a hidden gem all these years.”

As bunting crisscrossed the main street, fluttering cheerfully in the wind the town had a festive atmosphere reminiscent of a Royal jubilee or an old-fashioned street fair.

She said: “It was like stepping back in time, yet it exuded 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 us as we had a beach to reach and my family were not going to wait while I indulged in shopping.”

When she returned home, Zoe delved deeper into what makes Llandovery so unique, reports Birmingham Live.

King Charles selected the Llwynywermod Estate, near Llandovery, as his personal residence in Wales during his tenure as 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 said: “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.”

Zoe is determined to return for a day trip to explore some of the independent shops in Llandovery: Books at the Dragon’s Garden award-winning indie book shop, Llandovery Antiques Centre for 2,500 square feet of antiques and collectables, and La Patisserie bakery and deli with its enticing pastries and bubble teas.

Then there is 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.