An Aspen resident since 1990, Heidi Semrau opened her women's clothing store, Distractions, on a dare. While working retail in both sales and visual merchandising, Semrau noted a lack of variety in the lines offered here in town. Her husband, Tim - a local builder/designer and Aspen mayoral candidate, challenged her to open a store which would offer the unique, individual merchandise which Aspen's sophisticated clientele craved, and Distractions was thus born in 1997. The store moved to its current location in 1999, and continues to feature a personalized mix of the top names in ladies fashions. Semrau recently expanded her fashionable offerings with the December 2003 opening of Imelda's, featuring shoes and handbags, and hosting a Hogan in-store boutique. Semrau's other interests include skiing and hiking, and boasting about her three sons.

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