“We made them mandatory in public settings, public transportation etc., but when we’re talking about reopening stores and places of business, we’re giving the store owners the right to say, ‘If you’re not wearing a mask, you can't come in,'” Cuomo said during his daily press briefing. “The masks work, they work,” he said. “And we have to culturalize the masks, we have to customize the masks for New York, to get New Yorkers to wear them.”