From Red Raider to Red & Black
by Elizabeth Boyd
As the self-made president of Red & Black College Bookstore, Chris Toelle has definitely found a way to remain a true Red Raider at heart. Toelle graduated from Texas Tech in 1999, and he hasn’t stopped pursuing his dreams since.
“I was a Red Raider for more years than most,” Toelle said, “but, even as an alumnus, I have a deep sense of pride for my alma mater.”
Toelle didn’t attend Tech by chance; he grew up in the Lubbock area and graduated high school from Roosevelt High School in 1992. Toelle said attending Tech was a natural fit for him because of his upbringing in the South Plains.
Toelle said he did not originally know what his dreams were. After a few semesters at Tech, Toelle said he quit school for a while and began working for Texas Instruments.
“I found out pretty quickly that was not what I wanted to do for the rest of my life,” Toelle said. “I decided I would get my degree from Tech, even if it did take me a little longer than others.”
Toelle did get his degree – a bachelor’s in business management.
Throughout his years at Tech, Toelle said he worked for Double T Bookstore, eventually getting promoted to general manager of all the stores in Lubbock just before his graduation.
“I enjoyed my work as general manager for Double T,” Toelle said, “but, I have always been someone who doesn’t settle. I always want to keep achieving and add to my responsibilities.”
Toelle set out to open his own college bookstore and successfully introduced Red & Black in 2005. Toelle said basically the next step for him was to open his own store, and that this step made sense to him.
Red & Black has been a big commitment for Toelle, who has a wife and two young daughters, but he said this commitment has been worth it.
“My wife is a Red Raider, and my two daughters are probably future Red Raiders,” Toelle said. “So, opening the store and giving back to Tech students was an obvious choice for us.”
Toelle said he enjoys running his own business because he can do things the way he wants.
“We don’t have to answer to a corporate office at the end of each day,” Toelle said, “so, if a student needs a scantron I’m not going to make them give me 15 cents. Also, I’ve been in a similar place to that student, so it is rewarding to help and create an atmosphere students feel welcome in.”
Toelle said he wants to do all he can for the Tech community.
“I am a Red Raider, my wife is a Red Raider,” Toelle said. “When a Tech student comes into the store, it means something personal to me.”
It is this personal connection that Toelle says has helped Red & Black succeed as a college bookstore. Toelle also helps maintain this personable atmosphere by hiring Tech students to work in the store.
Toelle said all of his current employees are Tech students.
Keith Leary, sophomore public relations major from Austin, said he thinks Red & Black is a fun place to work, and he feels that Toelle is an exceptional boss.
Matthew Harmon, senior horticulture major from Arlington, said he agrees with Leary.
“It’s an enjoyable, chill environment where you can focus on school and work,” Harmon said. “Also, Chris is the best.”
Toelle said if he could give new college graduates any advice it would be to follow your dreams.
“We all have a dream – just go for it,” Toelle said. “If you want to do something, do it now. It only gets harder the longer you wait.”
Toelle said he also urges students to follow their dreams, not money, and he said to remember to look at the things most important in life because this always helps when working toward a goal.
“Be a proud Red Raider,” Toelle said. “You will never know if you don’t try.”