Prince Charles has endeared himself to his new Carmarthenshire neighbours by threatening half the businesses in Wales with legal action.

Ammanford jeweller Ernest G Brooks was stunned last week when Buckingham Palace ordered him to stop selling items showing the three feathers emblem.

The letter, signed by Jonathan Spencer of the Lord Chamberlain's Office, told Mr Brooks to take immediate steps' to remove the items displaying the emblem from his store and company website.

The letter claimed that the emblem - which contains the motto I Serve' in German - is the Prince's personal property., and anyone using it without permission is breaking the law.

The threat could have dire consequences for all Welsh businesses selling anything, including T-shirts, mugs, caps or cufflinks, that shows the feathers - a symbol associated with Wales for more than 660 years.

"When I first read the letter I though it was a prank, but then I saw the postmark and realised it must be real," said Mr Brooks, who described Prince Charles as the new neighbour from Hell.

"I cannot believe they can do this - the feathers have been associated with Wales for hundreds of years and Charles inherited the symbol as Prince of Wales.

"To me, that means that we give him the right to wear our emblem - Prince Charles should be proud that we let him wear our feathers.

"I honestly do not think we are doing anything wrong, .

"I am actually a fan of the royal family and I think they do a good job for Britain, "It is nice to know that Charles and Camilla are spending their evenings looking at my website on the internet, but my message is simple - sorry, Charlie, you've gone too far this time."

A spokesman for Prince Charles said the letter as a gentle nudge' to make sure shops and businesses knew the law.

"The aim of the letter was to remind the company that the three feathers badge is the official insignia of the Prince of Wales and permission is required to use it," the spokesman said.