The Prince of Wales met the four-year-old star of a viral Christmas advert when he visited family-run Hafod Hardware in Rhayder last week.

Prince Charles was met by the Lord-Lieutenant of Powys Tia Jones on Friday, December 10 and introduced to store manager, Tom Jones.

After looking around the store, Prince Charles met staff of the independent business, including Tom’s grandparents Alan and Pauline Lewis, Tom’s wife, Laura Jones and his four-year-old son, Arthur Jones - star of the shop’s viral advert.

Arthur’s performance for the hardware store’s homemade Christmas commercial in December 2019 captured the hearts of viewers, in a video which has since racked up over 2.7m views on YouTube.

Prince Charles received a vinyl record and a chocolate from Arthur, in celebration of independent businesses and the value they bring to high streets up and down the country.

Hafod Hardware is one of the oldest businesses in Rhayader, dating back to 1895. The business has passed through the hands of three separate families and for the last 22 years has been owned by Alan and Pauline, with Tom joining the team 12 years ago.

The shop is now one of the ‘must-see’ attractions of the town as these types of old ironmongers stores are becoming increasingly rare.

The shop champions itself as a large supporter of the community. Hafod Hardware sponsors various sports teams, shows and events and makes annual donations to a variety of volunteer led organisations.

These groups are big assets to the community, and the store values the community spirit they bring to rural villages.

Over the last four years the shop has produced a series of festive videos with the purpose of raising the profile of independent businesses across the country, and to encourage people to shop local when they can.

Since Prince Charle's visit to the store, Hafod Hardware has thanked everybody who helped "make it possible" on their social media accounts.

The team, which wished a Merry Christmas to its supporters along with the video of the day, posted: "This Christmas we’ve had the pleasure of welcoming HRH The Prince of Wales through our doors, as part of his support of our high streets and our message to try and shop local and independent when you can.

"A massive thank you to everyone one who made this day possible, including The Royal Family and once again Andrea von Kampen for providing the music."

• All photos credited to Jacob King/PA Wire