Cloverdale hairdresser opens new salon in Willoughby<\/p>\n
Published 10:00 pm Wednesday, April 8, 2026<\/p>\n
After 28 years in the industry, a local hairstylist has opened a flagship salon.<\/p>\n
Cloverdale resident James Abu-Ulba\u2014named \u201cCanadian Hairstylist of the Year\u201d for 2025 by Salon Magazine\u2014recently opened Linea Atelier with Sarah Saniger in the Willoughby area on the Surrey-Langley border.<\/p>\n
He said he opened Linea to elevate the salon experience. Inside the studio, the space is visually striking with elements of stone, concrete, and reclaimed wood throughout. Ample light and art abound.<\/p>\n
\u201cI wanted to bring value, experience, and education back to the heart of salon culture,\u201d Abu-Ulba told the Cloverdale Reporter. \u201cLinea is a new chapter for me and I hope a positive experience for those in the community.\u201d<\/p>\n
Linea Atelier opened in February. Abu-Ulba said he\u2019s had nothing but positive feedback so far. Half the battle, he added, is getting the word out that they are open and ready to serve the public.<\/p>\n
\u201cWe focus on treatment, relaxation, but we really focus on hair and scalp health,\u201d he explained. \u201cWhen our customers come in, we want them to feel like they\u2019re in an elevated environment. The space is very chill and it\u2019s got a great vibe.\u201d<\/p>\n
Linea also has a special events make-up artist that works out of the space. There is also a \u201cbeauty room\u201d where customers can get their eyebrows worked on amongst other things.<\/p>\n
Apart from the Salon and serving customers, Abu-Ulba thinks education is just as important\u2014educating both the customers and his staff.<\/p>\n
\u201cIt\u2019s part of our culture,\u201d he said. \u201cOur staff trains for eight hours every Monday. And it\u2019s not just me dictating, everyone is here at training and it\u2019s a very collaborative approach.\u201d<\/p>\n
He said everyone in his salon knows the difference between service and hospitality. He packages that with education to offer customers all three.<\/p>\n
\u201cWe want to offer service, hospitality\u2014the real human connection part, and education.\u201d<\/p>\n
Abu-Ulba said opening Linea is the culmination of years of working in the industry. He\u2019s taken the experience he\u2019s gained and put it into the salon.<\/p>\n
\u201cLinea is geared toward guest experience,\u201d he noted. \u201cWe wanted to create a space where the customer is at the centre and there is meaning behind everything we do.\u201d<\/p>\n
Abu-Ulba also runs Method Education, a teaching platform. Method Education \u201cprovides a unique learning experience through the study of classic and innovative hair techniques.\u201d He also plans to bring that teaching experience to the public as Linea will start offering free workshops at a later date.<\/p>\n
\u201cWe\u2019re going to call them the Linea Sessions,\u201d he said.<\/p>\n
Abu-Ulba encouraged anyone who may be curious about what Linea Atelier has to offer to swing by and check out their space\u2014which is just south of Highway 1 and west of 200th.<\/p>\n
\u201cCome in and have a coffee or a tea. Say hi. Come and hang out.\u201d<\/p>\n
Linea Atelier is located at #130 \u2013 19933 88th Avenue.<\/p>\n
For more info visit lineaatelier.ca<\/a>, or find them on Instagram: the.linea.experience.<\/a><\/p>\n