Jena grew up in Southern Alberta and had a childhood filled with crazy adventures!
We hope you love VEENA as much as we do!
VEENA works with girls in India to teach them both creative skills and English.
VEENA appreciates every individual that helps bring our designs to life.
Our factory, Assisi, often hires girls raised in an orphanage in Kerala.
Adventure can take you anywhere you want to go!
Every item we produce at VEENA has a story.


VEENA is a true social enterprise and sustainable girlswear brand established by Jena Murray in 2014. Through the VEENA WARRIORS program we help girls find strength in who they are and build courage.

VEENA believes in a triple bottom line; people, planet, profit.  We offer organic, fair trade certified product and value sustainability, transparency and ethical production practices.  We have teamed with Source My Garment to complete ethical overseas manufacturing in India.  The factory that we work with follows the Global Organic Textile Standard (GOTS) and also indirectly supports orphanages, old age homes and a school for deaf and blind children.


We believe every girl can embrace who she is and have the courage to change the world.


We envision a world in which every girl realizes her self worth and activates her limitless potential by freely and courageously loving themselves. With confidence and collaboration girls can combat issues regarding self esteem, body image and unrealistic expectations.  We think holistically and strive for universal sustainability by creating products that are ethical, eco-conscious and catalysts for change.

“Don’t think about making art, just get it done.  Let everyone else decide if it’s good or bad, whether they love it or hate it.  While they are deciding, make even more art.” – Andy Warhol



Freedom for girls to be loving and accepting of themselves and others, while helping them grow emotionally, mentally and spiritually.  We believe in the strength of connectedness and lead with transparency and positive intent.


We believe in quality products that serve as a vehicle for global change.  As a social enterprise, we aim to leave minimal impact on our land, air, water resources.  We use eco-friendly dyes and fabrics, value fair trade and are committed to ethical manufacturing processes.


We believe in energetic, positive and subconscious design that builds the confidence of girls and changes the way they perceive themselves.  We only produce items we love, guided by these design principles: Uniqueness. Resourcefulness. Quality. Comfort. Versatility. Function.


Actions rooted in love bring lasting and powerful change.


Jena first received her Bachelor of Fine Arts Degree from the University of Lethbridge in 2011.  During her degree she had the opportunity to intern at the Canadian Space Agency in Montreal and win 3 consecutive CIS National Championships for playing women’s rugby.  After working in the 3D industry for a short time, Jena decided to follow her heart and pursue fashion.

She received her Fashion Design and Marketing Diploma from the Lethbridge College in 2014, while also working part time as a graphic designer.  Jena had the opportunity to show at Montreal Fashion Week as a finalist in the Telio Design Competition and also intern in New York during the summer of 2013 for Anna Sui.

Upon graduating from the Lethbridge College, Jena began working with Source My Garment and VEENA was born.  VEENA embodies many of Jena’s personal values and it represents her as a person.  She is determined to make a positive impact on both the apparel industry and girls everywhere.