– beCause we all deserve to live in a land where our basic human rights are honored & respected!


“It’s time to speak up, to speak out, to give back,” Heidi Semrau believes, proudly announcing the launch of, an online marketplace featuring cause-based shopping, with all net proceeds benefitting essential human rights.
After 19 successful years in fashion as the owner of Distractions, a luxury designer boutique in Aspen, Colorado, Semrau chose to leave retail this past Fall.  The wonderful arrival of grandchildren, combined with the surprising election results, caused her to repurpose her decades of experience in the fashion world.


Why beCause?  Semrau explains:
“beCause my grandparents were part of the ‘huddled masses yearning to be free’ who were lucky enough to get out and get here.  beCause my children, my grandchildren, deserve to live in a world filled with hope.  beCause we all deserve to live in a land where our basic human rights are honored, are respected.  beCause we can, beCause we must.” will feature Semrau’s own beCausegoods line of T’s and sweats for the entire family, and exclusive collaborations with featured designers and artists including LA based artist Madeleine Ignon, SheBee jewelry, Yato Handpainted Porcelain, Jody Guralnick’s Dish Studio, AQC, Momo by ALM and more.


All net proceeds from will be donated to causes furthering essential human rights including the ACLU, Planned Parenthood, NARAL and the Southern Poverty Law Center among others.



Sometimes if you want to be in the heard, you have to toot your own horn… I’ve been a wife, mother, grandmother, retailer, interior consultant, political activist, and chief cook and bottle washer for many years.

As the owner of Distractions, in Aspen for 19 years, I thrived in retail in an ever-changing seasonal market, and was regularly included in many lists of top boutiques.

 After leaving retail this past Fall to welcome some life changes (like grandchildren), and regretting others (like our election results), I’ve now turned to speaking up and giving back (see my blogpost), and have started, an online marketplace for Cause-based shopping with all net proceeds going to essential human rights Causes and women’s reproductive health.

Launched just a few weeks ago, features exclusive collaborations with various artists and designers, along with my own beCausegoods line of T’s and sweats for the entire family.  As many now agree, it’s time to shop with Cause.

Semrau encourages all Trend Prive readers to become “beCause Trendsetters” — use coupon code “PRIVETRENDSETTER” for 10% off any purchase, valid through August 2017.

Shop HERE.

Catalina Magee

Founder / CEO at Trend Prive Magazine. Editor-in-Chief at The Backstage Collections Magazine.