Gaboury worked at Saatchi & Saatchi in both London and New York, initially as art director and most recently as regional creative director. She has also worked at Grey Advertising as creative group head.
Gaboury is creative director at The Upper Story and is joined by managing director Alicia Thakrar. Thakrar managed comms for Urban Retreat, the hair and beauty salon at Harrods, and has worked in-house for a number of brands. Senior project manager Emma Eriksson makes up the core team.
The London-based agency will focus on beauty, fashion and lifestyle. It launches with beauty brand 111Skin and hair care start-up Silk and is in talks with a number of other luxury and mainstream brands.
The pair are working with a team of freelance creatives and are planning to recruit designers.