Coll's ruthlessness made him a valued enforcer to Schultz at first. As Schultz's criminal empire grew in power during the 1920s, he employed Coll as an assassin. At age 19 Coll was charged with the murder of Anthony Borello, the owner of a speakeasy, and Mary Smith, a dance hall hostess. Coll allegedly murdered Borello because he refused to sell Schultz's bootleg alcohol. The charges were eventually dismissed, and many suspect this to have been due to Schultz's influence. Schultz was not happy about Coll's actions. In 1929, without Schultz's permission, Coll robbed a dairy in the Bronx of $17,000. He and his gang posed as armed guards to gain access to the cashier's room. Schultz later confronted Coll about the robbery, but rather than being apologetic, Coll demanded to be an equal partner; Schultz declined.