According to Natalya, Lolita is a “Gothic vampiress.” Her mother would prefer she dress up as Little Red Riding Hood or Strawberry Shortcake.
   Natalya and her mom are shopping at Rubie’s Costume Co., a high-end costume business with a retail location in Richmond Hill. But Rubie’s is not one of those phantom Halloween stores that appears for one month and then vanishes. Halloween is actually a small part of the business.
   “We’re busy all year round,” said Rubin Beige, grandson of the company’s founder. He added that the company is “constantly shipping product out.”
   Rubie’s came to be when its founder, also named Rubin Beige, came home from the Korean War. He first opened a candy store in 1950 in Woodhaven, and during Halloween would sell old-style vinyl masks. Halloween ended up taking over until it became the main business in the 1970s. In 1973, Rubie’s began to mass-produce costumes.
   Today, Rubie’s is a global leader in the manufacturing and distribution of make-up, costumes and accessories. It has presence in North America, Asia and Europe. It has also become a costume Mecca for New York City, attracting customers from the five boroughs and beyond.
   Rubie’s even does work for Saturday Night Live on occasion, providing costumes for the skits of the popular show. It also provided the Superman costume worn by actor Matt LeBlanc for an episode of “Friends.”
   Still, Halloween does draw a lot of attention to the store.
   “People move away and still come back for Halloween because they remember the little store on Jamaica Avenue,” Beige said.
   Customers can go for the cheaper, plastic bag costumes or for higher-end pieces that range from Elizabethen-era gowns to Storm Troopers.
   Of course, no costume is complete without accessories. Rubie’s walls are filled with a variety of wigs and masks and prop weapons, such as chains and swords. There is also make-up and prosthetics for those who wish to get really creative.
   Assistant Manager Lisa Tanico has been working in the adult section of Rubie’s for the past 13 years.
   She said that even in today’s economy, “there’s still spending on Halloween.” She points out that the holiday occurs at the end of the month, after the bills have been paid, so leftover cash can be used to spend on costumes.
   Popular costumes this year include Mario and Luigi, the Wizard of Oz and even Michael Jackson. Those wishing to dress up as the King of Pop can buy his signature fedora hat and white glove. Flappers have also been a big hit this year.
   And those are not the only popular costumes.
   “Pimps are still going strong,” Tanico said.
   Rubie’s Costumes is located on 120-08 Jamaica Avenue.