Do you have any vrm heatsinks on them? If you don't, you need to use these ACCESSORIES ENHANCEMENT KIT OF REV. 2 ICY VISION FOR AMD R9 .
If you're planing on not using your stock cooler ever again, you can put the stock cooler in the oven and bake it. It will desolder the heatsink block and leave the memory and vrm heatsink in tact. You can use that to cover the whole card. Check it out here
From my understanding, R9 290 is designed to get that hot - and start throttling once it hits 95.
I can't say it makes me feel good about it, but that's apparently intentional.
The Gelid heatsink is pretty good for the rear VRMs but the one at the front of the card is tiny. I ended up making my own larger heatsink and while X11 mining, both VRMs stay below 50C with ~22C ambients. I also have a fan blowing from the back of the card to the front, so that may also help in my case.
95C for those VRM's is fine. They are rated for 125C operation. Sure cooler is better, they will be more efficient. But you are not at risk of damaging them.