hi dear friends. I have a BMW e90 325i, with the same problem, And I repair it myself.
With a product on Ebay, (
http://www.ebay.com/itm/33-33-100ml-...#ht_692wt_1187) Select the color on Drop Down List on page)
It's a paint and you can doi t your self gently with a Brush.
I REPAIR IT COMPLETY, just a few paint WITHOUT remove any parts from the console, just carefully.
the product is LITTLE bottle of DAKOTA BEIGE, ( oem color from BMW) about 18 dollars. So you have to use it carefully, and the result is just amazing, no one can note that the interior is repainted.
I'm from Costa Rica, so please excuse my poor English, hope to help to community.
Best Regards.