A Loving Tribute to Gerald Goldstein

Memories of the Founder of Jerry's Artarama

It is with great sadness that we announce the passing of Jerry who took the simple idea of being a friend to his customers to a whole new level of caring and concern.

Jerry Goldstein was born a depression baby, just 17 days after the stock market crash of 1929.  His father passed away when he was just 3 years of age, and these two events greatly shaped the life of one of the most hard working and friendliest people to ever grace the world.

As a small boy he took any job he could to contribute to the family, as his mother did not believe in welfare or any type of assistance.  He would deliver newspapers or sell for the Harry Stevens Company at Yankee stadium everything from peanuts to beer.  He had little concern for the games he worked at, as he was a lifelong Brooklyn Dodger fan and followed them regularly when they became the LA Dodgers.

He honored his country by serving in the National Guard, being of age between the Second World War and the Korean War.  

Along the way he took many jobs. After he married his wife Arline, Jerry opened up his own appliance store in Greenwich, CT.  His timing was a bit off, as his competitors in NY, at the time, did not have to charge sales tax. After a long struggle, he closed the store while paying all his creditors, although not paying would of been easier.  Jerry was a good friend and he made it a point to be honorable and to take his lumps for his losses.  He never would use the laws of the land to excuse himself of doing the right thing.

Shortly after the closing of his appliance business, Jerry landed a job as a manager of a toy store.  In the early 60's he gave up smoking and to help him do this he started painting.  He was shocked that nobody discounted art supplies.  He talked his boss into carrying supplies and he officially became the very first discounter of art supplies in the world.

In 1968, Jerry opened his first store in Great Neck New York with his wife Arline. He carried the discount philosophy to his store along with exceptional service.  This started a long journey of being an integral part of the artist community throughout Long Island.

Anyone who frequented his store would get personalized assistance, and in many cases a true friend in Jerry. He always knew his customers’ families and always helped out no matter what the potential sales could be.  He only had one way to treat customers and that is like family!  

Students who came to Jerry's in the 60's and 70's in New York would often see Jerry in his Deerfield Beach, Florida store in the 90's and beyond often hugging him and telling him how much of an effect he had on their lives.  He gave guidance and imparted knowledge free of charge and spent so much time with them that they were happy to see he was still in business!  They couldn't imagine how he could treat every customer as if they were spending $500, even if it were only $5. 

The Jerry's stories go on and on.  But here is one.  On one ordinary day back in the late 1960's he was called frantically by a customer.  He needed a color but it was 6:15pm and in those days we closed at 6pm. He was a good 30 minutes away.  Jerry said that he couldn't stay until then but he would have the color in a brown paper bag at the front door.  He took no names and presented no bill.  He would often do that.  It was a simple accommodation that he would do for anyone he considered family.    

Jerry never was motivated by self-gain.  His stores today are the same way and naturally give their customers superb service regardless of how much they spend, or if they looked like look like they would spend a lot of money.  The Jerry's philosophy is alive and well at Jerry's Artarama and will always be the legacy he leaves behind.  His sons Ira and David carry on this philosophy along with his grandchildren Michael, Heather and Dara.

During the 21st century, Jerry was very concerned with the welfare of artists and orchestrated many initiatives to help artists sell their work.  Jerry's is today extremely committed to that goal.

Jerry’s other concern was education.  Finding open education was difficult and through his grandson Michael and his Burning Oak Studios, they started the daunting task of offering Free Art Lessons to anyone who wanted to be an artist, used to be an artist or needed inspiration through a free art lesson.  Today there are over 2,000 free art lessons online with over 2 million free lessons taken a year and growing.

Jerry was the consummate family man and was close to his family that included his sons, Ira and David, his daughters-in-law Carol and Randy (who he treated as his own daughters), his grandchildren Michael, (Natasha), Shana, (Matt), Dara, (Mike),Heather and Marissa and his great grandchildren Bryce and Gabriel.  

He will be sorely missed by all that knew him.  

In his honor, Jerry's is setting up The Jerry Goldstein Foundation, which will seek to raise funds for tuition and scholarship to the very talented young artists in order to inspire them to follow their dreams. If you would like to be integrally involved in the foundation please contact Ira Goldstein at 919-878-6782 at extension 113. To give donations please make checks payable to The Maddry Arts Foundation and send to 6104 Maddry Oaks Ct, Raleigh NC 27616. Every dollar raised will be given in form of scholarship or give through the donation button below.


A Jerry's Online Street Team Art Project with Ron Croci

Multi Media Artist Ron Croci demonstrates how to create an exciting Book Cover


In our Artist Spotlight post about Ron Croci, we learned about this inspiring multi media artist and his love of art and the ocean. In this fun follow-a-long activity, Ron guides us step-by-step through the creation of a fantastic piece of art!

Take it away Ron!


In this tutorial, I am showing how I developed the cover of my soon to be published book by Island Heritage, The Atlas of Surfing History. What I want to show here is Captain Cook's first view of Hawaiian surfing. The painting is titled "The Legacy". Here are my steps for creating this painting.

First I start by making small watercolor thumbnails of the entire scene. At this point, I do a lot of research on what compromises the people, place and things in the picture. 

Then I start to develop the main figures.

Then I develop the secondary figures.

Here is the first sketch of the total scene.

Here is my first color composition.

Then, here is the color composition withe the rough of the book title.

Here is the rough under-painting of the final art. The size is 30x40 inches and is painted on a wooden panel. As you can see I changed the main figures.

Detail of the main figures in the under-painting.

Second detail.

 Third detail. This is Captain Cook's launch. 

This is the artwork of the scroll that will hold the title. It will be dropped in with Photoshop.

Here is the final cover art

Here it is with the title applied.

Here is the final art with the wonderful Lukas Oil Paints and a set of Ruby Satin Brushes. These are the 200 ml tubes. I love this paint because of its buttery consistency. I use it for many applications, however, since I specialize in marine subject matter it is especially useful mixed with poppy seed oil to create water and reflection techniques.

Here are the wonderful Lukas oil paints I used. This is also my pallet. Permalba white, and Cadmium Yellow for the yellow sunshine and Yellow Ochre for the yellow shadows. Cobalt Blue for the sunlit blues, and Ultramarine Blue for the shadow blues. then Cadmium Red Light for the sunlit reds and Alizarin Crimson for the shadow reds. I don't use Black, but mix the Alizarin Crimson with the Ultramarine Blue to the make the darkest shadows, modulate the red and blue to vary those shadow colors. I mix a single primary with the other two primaries so that no primary will compete with the other two. I never cross the shadow primaries with the sun lit primaries.  

Read more about Ron in his Artist Spotlight!



Multi-Media Artist Ron Croci Jerry's Artist Spotlight!

Introducing Ron Croci

Ron Croci is more than just an accomplished multi-media artist with 30 years of commercial and fine art experience. He continuously searches for new and different ways of expressing his love for the ocean.

As a water sports enthusiasts, surfer and diver, his paintings and prints depict joyful scenes of woman in water sports, ocean landscapes and beach scapes. Ron's artistic history began in the 1970's with a unique surrealistic style reflecting the tumultuous events of current society.


As time progressed and after numerous showings in prominent galleries and museums throughout the United States, his artistic themes evolved into more landscapes and expressive figurative art.


Castle Mare Beach on the Amalfi Coast in Italy

Throughout the 1980's and 1990's, Ron's passion for bringing life to a canvas took on new and different forms, as he became a well-known illustrative artist in feature films, commercials, corporate and public murals and print illustrations.

At heart, Ron is first and foremost a fine artist, continuously perfecting his nationally-recognized vibrant figurative art and beach scape themes. He currently resides in Palos Verdes, California where he dedicates his full creative time producing luscious beachscapes and figurative art, as well as designing feature films for major motion picture studios. Ron's love for the ocean, vitality and water sports is clearly seen in all his rich and beautiful designs.

Ron's Gallery

Painted in Hawaii with LUKAS watercolors


The Casbah in Morocco/Ron Croci in action painting with LUKAS Watercolors


Ron painting the cliffs in Palos Verdes, California, from his boat, the Aqua Angel

Want more Ron Croci?

Stay tuned for Thursday's article, A Jerry's Online Street Team Art Project with Ron Croci.

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