ENTREPRENEURSHIP MONTH - Loreena Gabriel


First Name: Loreena

Last Name: Gabriel

Company: Loreena PR / The Crown Project / The Morning Detour


Never able to escape the rhythm of the beat, a dancer since childhood, an operation for scoliosis led to a redirection of Loreena’s dreams. Leaving dance behind, she instead focused on her natural ability to build relationships and interest in storytelling within the entertainment industry. Graduating from the University of Concordia, Loreena set her sights on public relations. Working for agencies based in Montreal and New York.


A publicist, radio show co-host, producer, and founder of The Crown Project, Loreena is a multi-hyphenate professional, a behind-the-scenes ingredient amplifying the voice of brands and businesses, while empowering the next generation along the way.


Bridging the gap between her storytelling expertise and her love of music, a chance opportunity led to producing, ‘The Morning Detour’, a morning show on radio station CKUT 90.3 FM. As co-producer, Loreena has secured interviews with a number of big-name guests, including Freddie Figgers, Trey Anthony, Shan Boodram, Benz Antoine, Honourable Jean-Augustin, and White Yardie.


Looking for personal fulfillment outside of her professional endeavors, Loreena developed the idea for the millennial-focused initiative, The Crown Project. Believing in a purpose bigger than herself, Loreena is using her skills to champion a cause close to her heart. As the founder of the Montreal, QC-based non-profit organization, her vision is clear: that she will call together a group of deeply passionate people to equip underserved communities with the resources they need to succeed. Since its start in 2013, the organization has received the support of local businesses and vegan beauty brand, The Lip Bar. Holding yearly events, The Crown Project has hosted six winter drives to collect clothes and supplies for local shelters and four Prom Queen contests to help students reduce the cost of getting ready for their milestone occasion.


Optimistic, driven, and a creative entrepreneur, Loreena is always willing to bet on herself. Believing in doing all it takes to reach your fullest potential, her message to the world is summed up in the words of Muhammad Ali, “He who is not courageous enough to take risks will accomplish nothing in life.”


Tell Us Why You Got Started: My goal is to help others shine and build their careers and public relations allows me to create a creative brand and PR strategies. The same goes for radio, I am able to discover new talent and brands and give them the opportunity to promote themselves on our show and introduce them to a whole new audience. As a teenager, I always wanted to give back to those in need and help the next generation, my ultimate goal was to open an after school center and although that has not happened yet, I get to assist others through my different initiatives within my organization The Crown Project.


How Has 2020 Changed Your Business? The year 2020 put my business and different projects I was involved in on hold for a few months. But this year taught me to expand, really get to know myself, and to think outside the box and I have Monique Jackson to thank for that. There's always a way to do business or make money, we just have to let go of the traditional structures and get more creative on how we conduct business.


Being an entrepreneur is ... Hard! But I wouldn't trade it for anything. Entrepreneurship is often glorified on social media and you only see people's successes when it's a mix of highs and lows. It's a lot of late nights and persistence but it's one of the most rewarding things. You get to earn a living by doing what you love.

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