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Our Mission

It's simple really. When you wear our clothing, we want you to feel like a Goldfinch. To have the confidence to buzz around the world, as your happiest, most confident self. In the process, we want others to notice you and the happiness you emit. We know clothing isn't everything in this world, but when you throw on your favorite top, you shine from within. When you feel your best and look your best, the world of opportunity opens up to you. We hope to be a small piece in your puzzle, and a partner to help you be your best self. 


Our Brands

At Goldfinch Boutique, we take pride in offering our customers quality items that will stand the test of time. We are proud to work with brands that share the same commitment to quality.

Boathouse Mercantile

Blu Pepper


Flying Tomato

Le Lis Collection

Lush Clothing

Love Collette

MINE Los Angeles

Miou Muse

Poppy and Pout


St. Armands Designs of Sarasota

Vervet Denim


About Goldfinch Boutique

At Goldfinch Boutique, we cater to the woman on the go. Our core clients are professionals, entrepreneurs, and mothers who want quality, fashionable clothing, conducive to their lifestyle. We offer trend conscious, tasteful, and elegant clothing for the woman who expects to make an impact, and our clothing helps fuel that confidence. Whether you are looking for unique items to wear to work, travel, special occasions or weekend leisure, Goldfinch provides clothing to fit the lifestyle of the woman on the go. 

Goldfinch Boutique is an online based boutique located in Terre Haute, Indiana. We attend a variety of markets, special events, and host Pop-Up Shops across the Midwest.


Why Goldfinch?

One Spring morning, after making a fresh, hot batch of coffee, I looked out the window and saw a family of small yellow birds buzzing around our flower beds and vegetable garden. They hid in the daisies, popped around the cucumbers and tomatoes, and made the roses on my arbor their new home. Their bright yellow color and happy personalities brought a huge smile to my face. I had never seen these birds, what could they be? The American Goldfinch. 

From that moment on, on the dull winter days, I would look out that same window and wait for those bright little birds to come back. When they arrived, I knew spring had sprung, signaling a new beginning. The name always stuck with me, and I vowed to my husband that I would one day start a business under the Goldfinch name. 



Meet The Owner

Hello! Thank you so much for stopping by. My name is Shelby Harruff, founder and owner of Goldfinch Boutique. I started Goldfinch in Spring of 2021 to bring a new perspective to the boutique market in Terre Haute and surrounding areas. I saw a huge opportunity to serve women who are professionals, mothers, and go-getters that want to look good and feel good in their clothing.

So many women who aren't 20 something anymore still desire quality and fashionable clothing that can also keep up with their busy lifestyles. These women are working hard to make an impact in their families, communities, and businesses, and they want to look good doing it. As our mission states, we know clothing isn't everything in this world, but when you throw on your favorite top, you shine from within. When you feel your best and look your best, the world of opportunity opens up to you. 

Each item you see in Goldfinch Boutique is hand selected by me, with your unique needs in mind. Fashion should be fun, should reflect your personality, and should transition through the seasons of life. I hope as you browse our online product catalog, or visit us in person at markets or pop-up shops, that the care we take in selecting our products is reflected in your experience with our brand. 

- Shelby Harruff, Owner of Goldfinch Boutique 


More about the owner:

Shelby studied Fashion Design, Styling and Merchandising with minors in Marketing and Journalism at Southern Illinois University Carbondale. Upon graduation, she worked throughout South and Central Florida for a well known retail group based in Fort Myers, Florida. While living in Florida, Shelby launched two online retail businesses- a surf and lifestyle brand with her younger brother, Andrew, and a online based women's thrift/vintage store.