Leading with authentic allyship: Océane Krügel’s journey as an entrepreneur for the LGBTQ+ community

myGwork member Océane Krügel shares the inspiring journey behind founding her vibrant business, Joyeux Bordel, and reflects on the triumphs and challenges of being an entrepreneur for the LGBTQ+ community.

Can you share a little about your journey and what inspired you to start your business?

After moving to London in 2012, I fell in love with the city’s vibrant queer scene, creating some of my best memories in iconic places like Freedom, Fire, and Heaven. Over time, however, a recurring theme emerged from conversations with my friends: a desire for something more: an experience that celebrated queerness, but was more elevated than cheap drinks and sticky nightclub floors. An upscale queer night out in a beautiful venue with great cocktails and exciting conversations. It became clear that London needed more diversity and some inclusive spaces that felt both exciting and elevated.

This idea stayed with me, and after a decade of gaining experience working at exclusive venues like The Box Soho and with the dating app Inner Circle, I decided to take the leap. I leveraged my years in the industry to create Joyeux Bordel (JB), a concept designed to provide the meaningful and elevated experiences that the LGBTQ+ community was looking for.

How has the concept of allyship and LGBTQ+ identity influenced your career path or leadership style?

Whilst I’m not queer myself, I feel indebted to the community who have enriched my life and provided me with so much. My identity as an ally has had a core influence on my career path and leadership style. I want to contribute, in my own way, to a more inclusive world. My idea is simple: if I can bring a sense of joy, human connection, and queer energy to the table, then I believe I'm on the right track.

Throughout my career, I've had the chance of working with employers who not only included but actively celebrated the LGBTQ+ community. This aligns with my personal values and upbringing.

Now, with JB, I aim to give back to this community that means so much to me. My business is about more than just events; it's about bringing people together to forge meaningful connections. It’s also a platform for queer talent, from chefs to creators and performers, to showcase how truly incredible they are.

Were there any role models or mentors in the LGBTQ+ community who inspired you?

I was incredibly fortunate to grow up surrounded by strong, passionate, and resilient gay men. They taught me the importance of showing up for others, being kind, and unapologetically being yourself. Their influence shaped me into the open-minded and caring person I am today.

These are the same values I now strive to bring to JB. They taught me that true joy comes from creating a space where people can be their authentic selves, and that principle is at the very heart of everything I do.

What problem does your business aim to solve, and what makes your approach unique?

The main problem JB aims to solve is the lack of quality, curated experiences within the LGBTQ+ London party scene. While there are many fantastic venues, I saw a gap for a more elevated social experience. My approach is to provide an alternative that combines sophisticated venues with excellent service, carefully selected drinks, and like-minded guests. It’s so easy for straight people to decide on their night out – from trashy to classy, they are spoilt for choice. It’s about time we fix this for the LGBTQ+ community!

What makes JB unique is the focus on creating an environment designed for authentic human connection. My entire concept is built around making guests feel welcome and comfortable, so they can form genuine connections, whether they are romantic, platonic, or professional.

Beyond the community events, I also specialise in helping brands create meaningful, tailored experiences for their teams and LGBTQ+ audiences, ensuring their events are as impactful as the mission behind them.

How do you weave inclusivity and representation into your company culture or brand?

Inclusivity and representation are fundamental to JB. The core mission is to create a safe platform for the LGBTQ+ community to shine, and a key part of that is by actively working with queer talent behind the scenes. I try to recycle as much money back into the pink pound as possible and make a point of honor to collaborate with LGBTQ+ individuals / brands to ensure the team reflects the community I serve.

The main challenge at the moment is finding upscale, LGBTQ+ owned or managed venues, which are still rare. While I prioritise working with them when possible, I also value partnering with ally venues that are looking to support the community. I’m always looking to expand my network, so if you are an LGBTQ+owned or managed venue reading this, please don't hesitate to reach out!

What’s been your proudest moment since starting your business?

My proudest moment so far has been my collaboration with Chef Gaston Savina, finalist from MasterChef: The Professionals 2024. Gaston is not only incredibly talented but also a proud and active member of the community. Having him support JB and its mission meant the world to me.

Beyond that, my proudest moments happen at every single event. Each piece of feedback, every hug, and hearing stories from guests who say, "I really needed this," proves to me that these spaces aren't just wanted, they are genuinely needed. Knowing that JB is making a real difference in people's lives is what makes me happy and proud every single time.

Have you faced unique challenges as an LGBTQ+ entrepreneur, and how have you overcome them?

As an ally, my perspective is different from that of an LGBTQ+ entrepreneur. I've found that a unique challenge for JB is the bias I sometimes encounter when approaching other brands or venues. On occasion, I've received less credit or more generic rejections than I did when working for non-queer businesses, even with the same event concepts.

While brands often allocate smaller budgets for brand activations in the queer space, they expect the same high-quality outcomes as they would from a larger campaign. This creates a disconnect, as it shows a desire to engage with the community for a low cost rather than a genuine willingness to invest in it.

This has made me very intentional about building my own network. I've found that many traditional business spaces can be very heteronormative, making it difficult to find people who genuinely understand the vision for a brand built for the queer community.

To overcome this, I've focused on creating my own table rather than trying to fit in where I’m not fully understood or welcome. I actively connect with LGBTQ+ business owners, join queer professional groups, and reach out to other allies who are passionate about supporting the community. I've also learned the importance of education. When I pitch JB to those unfamiliar with the LGBTQ+ market, I make a clear business case by highlighting the community as a powerful, loyal, and growing consumer base.

What barriers still exist for LGBTQ+ businesses today, and how can they be addressed?

I've observed that LGBTQ+ businesses and independent queer professionals often face unique challenges rooted in (negative) stereotypes. In my experience, there's a tendency for people to reduce JB to a stereotype, such as a "dating event for the gays," rather than recognising its full professional scope. This lack of serious consideration can make it difficult to be seen as a legitimate business that delivers quality.

I've also noticed a significant issue with "seasonal allyship" from brands. Many are eager to partner during Pride month to enhance their image, but they are often unwilling to make a genuine, year-round commitment of time and resources. They look to do the bare minimum and get the cheapest rate possible, which feels more like box-ticking than authentic support.

This issue extends to independent LGBTQ+ artists and performers as well. It's frustrating to see that queer talent is often undervalued and expected to accept lower fees for the same work that a straight performer would be paid for. This is exactly what I'm trying to fight against. On my level, I'm committed to demonstrating the value of community work, ensuring fair pay, and fostering partnerships based on genuine support.

How do you maintain resilience when navigating both business and societal challenges?

It’s not always easy, but my approach is to never lose sight of my mission. When things don't move as quickly as I'd like, or a challenge feels overwhelming, I remind myself of my "why": to bring joy, quality, and genuine connection to the community.

I've learned to focus on the small wins, like the meaningful conversations, the connections that are made at events, and the positive feedback I receive. These moments are proof that my work is making a difference, and they are what keep me going.

How does your business give back to or support the LGBTQ+ community?

I try to actively amplify and promote LGBTQ+ entrepreneurs and creators, which helps boost the community's economic ecosystem. For all of my events so far, I have made it a priority to work exclusively with LGBTQ+ performers, chefs, designers, and content creators.

I am also committed to fighting against the underpayment of queer talent. Everyone is paid what they are worth on the market, and I push back against companies who try to cut costs at the expense of fair compensation.

Ultimately, the entire concept of JB is designed to connect people and create opportunities. We provide a safe environment for people to network, party, and mingle with other like-minded individuals.

What does authentic allyship from partners, investors, or customers look like to you?

From partners and investors, it’s about putting your efforts where your mouth is. It's about actively seeking out and investing in LGBTQ+ businesses, not just the ones that fit a mainstream narrative. It also means using your platform to advocate for the community and being a vocal supporter in the face of anti-LGBTQ+ legislation. And taking actions (even small) to ensure a fair and inclusive service:

• Inclusive staff training: ensure all staff are trained to treat every guest equally and respectfully, regardless of their orientation or gender identity. This helps create a welcoming atmosphere for everyone.
• Inclusive security measures: provide trained security both inside and outside the venue. This is crucial for protecting LGBTQ+ individuals, who are often targets of hate crimes, and ensures everyone feels safe and comfortable.
• Promote diverse staffing: actively build a diverse team, which helps normalise working with people from all backgrounds and reinforces a culture of inclusivity.

In what ways do you hope your business inspires future LGBTQ+ entrepreneurs?

My hope is that JB inspires future LGBTQ+ entrepreneurs by showing them that authenticity and passion can be the foundation of a successful business. I want them to see that by being genuine about the journey, embracing the highs, and being honest about the lows, you can build a brand that people truly connect with and want to support. Ultimately, I hope to inspire others to take the leap and create a business that not only serves their community but also reflects their own unique story.

What advice would you give to LGBTQ+ individuals who want to start their own business?

Be your authentic self: don't be afraid to build a brand that is a true reflection of you and your interests. Your unique perspective is your superpower. Your community wants to support businesses that genuinely represent them, and your authenticity will be what sets you apart and builds a loyal following.

Be persistent: be prepared to face extra hurdles, but don't let them deter you. Try to meet as many people as possible, talk about your idea/business to everyone, reach out to everyone you think will be interested, and keep being curious. You never know when things will pick up.

Where do you see your business — and the LGBTQ+ business landscape — in the next 5 to 10 years?

In the next 5 to 10 years, I see JB expanding to offer a wider range of experiences. My goal is to move beyond food and drinks to create diverse events focused on sports, wellness, art, and culture. Think yoga retreats, ski trips, and private viewings. This would allow me to cater to a broader range of interests and connect even more people within London. Once JB’s UK presence is strong, I would love to export the brand to other countries and create an international network for like-minded LGBTQ+ individuals around the world.

As for the broader LGBTQ+ business landscape, I’m seriously optimistic. I believe we will see businesses become more visible and gain a stronger presence across all industries. Over the past year, we have already started to see more queer entrepreneurs succeeding in traditional sectors like tech, finance, and manufacturing, proving that innovation is not limited to hospitality or creative fields. I’m confident that this is just the beginning of an era where proud and loud LGBTQ+ businesses will not only emerge but truly thrive.

If you could go back and give your younger self one piece of advice before starting this journey, what would it be?

Very simple: don't wait for everything to be perfect before you start. In the beginning, I would overthink every small detail, which made simple decisions feel like a huge headache. I’ve since learned that an ideal, flawless event is not only unrealistic but often unnecessary. The time spent striving for perfection is time not spent building and connecting. It's much more important to take action and get started, because progress is more valuable than perfection.

When is your next event?

We've got an upcoming social on 1st October at The Little Violet Door in Carnaby. We’ve got a cosy reserved space on the ground floor of this quirky, 60s-inspired cocktail bar, complete with welcome drinks and, of course, a room full of fabulous people ready to connect. Tickets are available HERE.

You can connect Océane Krügel HERE on myGwork and by following her on @heyjoyeuxbordel on Instagram.

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