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The title of the ruler of the Bourbonnais between 913 and 1327, was Sire de Bourbon (Seigneur de Bourbon).
The first lord of the Bourbonnais known by name was Adhémar (or Aymon I of Bourbon [fr]). Aymon's father was Aymar (894-953), sire of Souvigny, his only son with Ermengarde[clarification needed]. Aymar lived during the reign of Charles the Simple who, in 913, gave him fiefs on the river Allier in which would become the Bourbonnais. He acquired the castle of Bourbon (today Bourbon-l'Archambault). Almost all early lords took the name d'Archambaud, after the palace, but later the family became known as the "House of Bourbon".
The Bourbons had concluded an alliance with the royal power. They put their forces at the service of the king, thus benefitting from the geographic position of the Bourbonnais, located between the royal domains and the duchies of Aquitaine and Auvergne. This alliance, as well as the marriage of Béatrix de Bourgogne and Robert de France, aided the rise and prosperity of the province. In 1327, King Charles (le Bel) elevated the Bourbonnais to the status of a duchy.
Shields and armorial bearings
First coat of arms of the Bourbonnais
Old armorial bearings : d'azur semé de fleurs de lys d'or et à la bande de gueules
Modern armorial bearings: d'azur aux trois fleurs de lys d'or et à la bande de gueules