SANDPOINT – Maryanne Joy fits Coldwater Creek Inc.'s mantra of current, but not trendy. A short, sleek hairdo complements the 52-year-old's black-framed glasses, and a crocheted sweater softens the austere lines of her tailored slacks. Joy stands out in a crowd of younger Coldwater Creek managers. She oversees the company's retail store in Rochester, N.Y., and she personifies the company's target audience — women 45 and older who are frustrated by the midriff-baring fashions in malls, and who yearn for the bygone days of deferential service once provided by department stores. Coldwater Creek captures both the style and service women of a certain age are looking for, Joy told cohorts last month during an impromptu testimonial to company Chairman Dennis Pence. "It's his company," she said. "He's trusting all of us to carry out that romance he's created."