Tempest in a T-Shirt! Blue & Cream Owner Whips Shoppers to a Froth

“I can’t stand when people do, like, this,” he said, mimicking someone recklessly flipping through the expensive dresses hanging on the racks. “It’s very personal to me. We took time to pick all of these pieces … each one is special. That’s not what the shopping experience is about, it’s about this,” he said carefully examining each item on the rack for at least five seconds apiece.

His favorite customer combo: the mother-daughter team.

“I coined this whole mother-daughter thing, I love it!” he said excitedly. “It’s a mother and a daughter who are looking for something to spend time together on and it’s like, ‘Let’s go do a shop.’ It’s very nurturing because the mother wants the daughter to look good so that she can find a husband or look good at work.”

Mr. Goldstein believes in something called “visual merchandising,” which involves the specific placement of clothing alongside the artworks.

He noticed a dress that had fallen of the rack out of the corner of his eye, and rushed over to pick it up as a couple of salesgirls stood around helplessly. This reminded him of the time he and a couple of his staff members were putting the store in order following an art opening. A couple of merchandising execs from Bloomingdale’s made the mistake of coming in, but the store wasn’t ready for viewing. 

“I was like, ‘Who are you?’ They were all wearing black!” he said. “They said, ‘We’re just coming to look around,’ and I said, ‘You’re not welcome in the store right now, you have to leave.’”

Mr. Goldstein would like to open a concept store in Aspen or Snowmass, Colo., with an extreme sport and snowboarding motif. “I don’t have a rollout plan,” he said. “I want each of the Blue & Creams to be like its own masterpiece that’s unique to its market, not a series of the same painting.”

But for now, he’s just been focusing on having a good attitude—a shift from when he was involved in clubs.

“Mike [Heller] is more of a Hollywood agent personality, which people always said I’d be good at, but I don’t think it would be good for me,” he said. “I’d end up a screaming, cursing, foaming-at-the-mouth Hollywood badass guy.

“When I was doing nightlife, I used to be known for it—I was like one notch away from being Ari Gold on Entourage—but not anymore. In order for this to work, I need to be positive. I don’t want to be stressed out and angry.”

Mr. Goldstein said that lately he’d been consulting Mr. Simmons for spiritual inspiration. “I’m very cosmic; I believe in numerology, I believe in karma, and in how the moon affects my Cancerian sign—but I’m not into the New Age stuff yet,” he said. “Maybe when I’m 50, I’ll be like Russell. You know what he says? ‘Fifty is the new 50, nigga!’ I might get there one day, but right now I’m just a little bit too … wound up.”

As he was talking, Ms. Ronson came by to drop off some dresses that Mr. Goldstein had picked out for her to wear at the birthday party for her and her twin sister, Samantha, at Bowery Hotel the previous night. Ms. Ronson, wearing a plaid blue dress and Ray-Ban sunglasses, handed him a garment bag with two Temperley frocks, one emerald and one black with embellishment around the neck. (She wore neither, opting instead for a dressed-down Alexander Wang tank top.)

As the two friends were recounting the events of the previous night, Mr. Goldstein was once again inspired to yell out at strangers passing by. Shaking her head, Ms. Ronson made a downward patting motion with her hand, signaling for him to tone it down.

“I can’t help it!” he said. And they both laughed.

ialeksander@observer.com