Christopher Joell-Deshields, the former chief executive of Pride in London, has been dismissed after an investigation found he misused vouchers intended for volunteers. The vouchers, worth £30,000 and provided by an unnamed sponsor, were meant for food and drink at the Pride march. However, £7,125 was spent on luxury items including an Apple HomePod, AirPods, and expensive colognes such as Creed Aventus and Burberry Hero.
Joell-Deshields, who had led the organisation since 2021, was suspended in October 2024 following allegations of misconduct, including financial mismanagement and bullying. An independent investigation concluded he had used company funds for personal benefit. He appealed the decision but lost, and is no longer employed by or affiliated with London LGBT Community Pride, the body that operates as Pride in London.
The sponsor’s fraud systems flagged two accounts, one belonging to Joell-Deshields, noting that the transaction pattern strongly suggested personal rather than organisational benefit. During his seven-month suspension, Joell-Deshields continued to receive his full £87,500 annual salary.
Joell-Deshields is also involved in a legal dispute over company property. In September 2025, a High Court judge ordered him to return Pride’s property, including bank accounts and equipment. He was later accused of contempt for failing to comply, admitting one count of contempt for not providing a signed statement. The court has warned that if he does not file a defence within two weeks, judgment will be entered against him.
A representative for Joell-Deshields claimed he did not return a company laptop because it was purchased for him after his personal device was damaged. Lawyers for Pride say the property has still not been returned. Joell-Deshields declined to comment on his dismissal, stating he had not seen Pride’s statement.
