National Best Friend Day: Why We Should Be Celebrating Our Friendship Milestones
There has been a surge in online conversation in recent months about the importance of female friendships and the role they play in our lives. From emotional support to shared experiences, these relationships are being recognised as a key source of joy – especially among women. A new study by Pandora UK found that although friendship anniversaries are gaining traction online – with over 200,000 TikTok searches in the past week alone – most women aren’t yet marking these moments in real life. In fact, over three quarters of women (76%) say they’ve never celebrated an anniversary with a friend, despite the deep value they place on these connections. With National Best Friends Day (8th June) approaching, we worked with Pandora as they have teamed up with relationship counsellor Nilou Esmaeilpour to explore why these friendships matter and how we can start honouring them in more meaningful ways.
Not only do our friendships provide emotional support, they can also reduce our stress levels, Nilou shares, “Female friendships are extremely important since they are often a source of emotional strength and identity development. Women are socialised to appreciate emotional expression and nurturing, which often makes their friendships empathy-rich, vulnerable, and reciprocal in care. Such bonds can become lifelines during times of stress, such as breakups, career transitions, or family conflicts. In fact, research has determined that women with strong female friendships have lower levels of cortisol, the stress hormone, and are more apt to have improved mental health outcomes.
“These friendships allow women to process experiences that are maybe uniquely gendered – like confronting sexism, motherhood, or body image – which serves to create a kind of emotional solidarity that’s more difficult to find elsewhere.”
Why should we celebrate friendship anniversaries
With the act of celebrating friendship anniversaries trending on platforms like TikTok, it’s clear that many of us are looking for new ways to celebrate the close bonds we share.
However, the majority of women say they’ve never celebrated a friendship anniversary, so Nilou explains the benefits, “Anniversary celebrations or friendship milestones are a beautiful way of reasserting the importance of long-term emotional investments. These celebrations legitimise the time and effort both parties have put in and act as a reminder not to take the relationship for granted. For example, marking the 10-year anniversary of a friendship by returning to a favourite restaurant or repeating a memory from when you first met can create a strong sense of continuity and shared history.
“Psychologically, these rituals help to secure a friendship’s position in our identity and create a positive feedback loop that encourages continued intimacy. Just like romantic relationships, friendships thrive on recognition and mindful appreciation – and commemorating milestones is a simple, enjoyable way to do so.”
Making friendships last
Sustaining a deep friendship over the years takes more than shared history – it requires conscious effort and support.
Nilou advises, “Keeping a friendship going requires emotional work, positive communication, and openness to evolve together. One of the most effective strategies is active listening – truly hearing what your friend is saying without jumping in to give advice or recount a similar anecdote. And making space for difficult conversations when there are misunderstandings, rather than avoiding conflict, builds trust in the long term.
“I’ve seen friendships last decades because both parties are willing to adapt to life’s changes – marriage, kids, or relocation – while continuing to make an effort to stay involved. Celebrating each other’s achievements, being there in times of hardship, and showing appreciation on a consistent basis all work to nourish the emotional roots of the friendship.”
Maintaining long-distance friendships
Whilst the majority of women have close friends who live nearby, the reality of modern life is that many are maintaining long-distance relationships with friends, over one in five (21%) saying their best friend lives over 100 miles away.
When it comes to long distance friendships, there’s a danger of losing touch or missing out on important life moments. The key, Nilou says, is to schedule in regular catch-ups to avoid going too long without speaking. She adds, “A long-distance friendship is entirely doable, but it does require intentionality. I typically recommend setting up a routine that is feasible for both parties – a weekly Sunday morning FaceTime call or a shared Google calendar for birthdays and the like. Handwritten letters or small care packages can also be a deeply personal and nostalgic touch, reminding your friend that you’re thinking of them in a tangible way.
“Technology enables us to be more linked than ever – sharing TV time on Zoom, playing online games together, or even scheduling “virtual coffee breaks” can bridge the physical gap. Psychologically, however, the most important thing is to maintain emotional reciprocity: both partners need to feel equally supported, listened to, and appreciated.”
In celebration of National Best Friend Day, Emma Fox, jewellery expert at Pandora has shared her top tips with us for finding a meaningful gift for your bestie.
“No one knows your best friend better than you do, so choosing a gift for them shouldn’t be too much of a challenge. The most meaningful gifts are often those with a personalised element to them – whether that’s engraving their name or initials on jewellery or choosing a charm or pendant with their birthstone or zodiac sign.
“I’d always suggest considering their current jewellery collection when buying a gift, rather than opting for your own personal preference – do they tend to wear sterling silver or gold-plated jewellery? Are their favourite pieces chunkier or more dainty? This can help to narrow down the style of gift they’d like most, so they’re more likely to cherish it.”
Pandora’s top picks for National Best Friend Day gifting:
Love You Best Friend Heart Charm
