Bloom & Wild’s Post

63% of Brits now believe their true ‘soulmate’  is actually their best friend, not their romantic partner. Valentine’s Day is traditionally reserved for romantic couples,  fancy dinners and romance. But we think it’s time for a rebrand. We surveyed 2,000 people and the data was undeniable: 🩷 87% say their best friend is one of the most important people in their life. 🩷 83% believe their friendships are more likely to last forever compared to their romantic relationships. 🩷 66% confess their best friend knows secrets that their partner doesn't. That’s why we threw a friendship commitment ceremony in London today. In a one-of-a-kind event, 50 best friends made it official, sharing heartfelt vows and exchanging friendship bracelets instead of rings. Because a bond that survives every life chapter deserves more than just a text. The day was filled with fun, fizz and an overwhelming vibe of appreciation and support. Proving one thing: the greatest love stories don’t always involve romance. As our Brand & Range Director, Jo Reason, puts it: ‘Platonic love is still frequently overlooked on Valentine's Day. We wanted to make sure these love stories finally got recognition’. A massive thank you to The Joy Celebrant, our incredible team who worked for weeks to bring this vision to life, and our gifting partners; ESTELLA BARTLETT MAEGAN, Moët & Chandon The Kitsch Hen 💘 Is it time we stop treating friendships as 'secondary' to our romantic relationships? We’d love to hear your take in the comments 👇