Eduard Fazer wished for his sonssocially esteemed professions which would provide for a good living. The father resented the choice of his youngest son Karl who wanted to become a confectioner. He needed to get professional training abroad, and the international and sophisticated Saint Petersburg was the best place to study for our future confectioner. Karl Fazer was accepted as apprentice at the recognised G. Berrin patisserie, and was finally given a good report, the journeyman's letter. As a professional, he worked also in other famous companies in Saint Petersburg, and later in Berlin and Paris, too. Finally, at the age of 25, the fully-trained master confectioner was prepared to show his skills in his home town Helsinki.
Karl Fazer opened his café in the autumn of 1891 in a property owned by his father at Kluuvikatu 3 in the centre of Helsinki. He opened a café in small premises in the building next door, and then joined the two apartments. Fazer himself lived on the upper floor.
Coffee, pastries, biscuits, cakes and chocolate were of excellent quality. Karl Fazer soon became known for his eagerness to do everything in his power for his customers - he wanted to exceed their expectations. It was Karl Fazer's goal to offer customers taste sensations still is in the core of the company's operations.
Fazer's café and confectionery business was very popular and became part of Helsinki's cultural life. Cafés were opened also in other districts outside the centre, even in far-away Töölö. Despite the success of the cafés, Fazer's reputation was built on confectionery. He had learned how to make them in the leading European confectionery companies, and they reflected his proficiency in full. Fazer started industrial confectionery production in 1897. He established a confectionery factory in Punavuori, Helsinki on the same land plot where his brother Max Fazer had a wholesale business. Karl made a deal with his brother on the wholesale distribution of his confectionery.
In his confectionery, Karl Fazer combined the best features of the Russian and French confectionery culture. Their quality was first-class, their appearance tempting, and they were packed in splendid packaging. Karl Fazer understood the value of design, and he was good at marketing. As early as the end of the 19th century, Fazer placed advertisements on streetcars in Helsinki.
The eligible beauty, Berta Blomqvist, who had finished trade school, became Karl's life-companion, his closest colleague and advisor. Berta Fazer had a word to say in product and production planning, she took care of bookkeeping and closing the books; she would sit at the cash desk during busy hours, dress the shop windows and in the early days also feed the company's employees at her table together with the family.
Karl and Berta Fazer had four children. It was a shared task for the entire family to come up with names for their confectionery, and a new product and new product name would always be celebrated together.
Karl Fazer's son Sven started to work at the factory at the age of 17. In addition to skills, also values were passed on to the new generation. Sven recalled his father's speech to him at his coming of age: ‘There are many young men, sons of rich fathers, who only engage in amusement and forget about commitment to hard work. It is my hope that you will eagerly continue this work which offers many opportunities.’ In 1939, Sven Fazer became the managing director who made Fazer a truly big industrial food company.
Karl Fazer was very fond of the nature, of hunting and fishing. He had his own pheasant farm at the outskirts of Helsinki in the beginning of the 20th century, and in 1912 he rented the hunting rights of the Jokioinen estate and set up a pheasant farm there. Over the years, he became a conservationist and expert in birds, and he established at his own cost protection areas for birds in the Ahvenanmaa archipelago and in the precincts of the Touvila estate (Taubila in Swedish) he had purchased in Pyhäjärvi which is located in the Vyborg province in Karelia. Fazer was a shooter of Olympic class and he was successful in both domestic and European competitions.
Karl Fazer, commercial counsellor since 1926, passed away in the autumn of 1932. He was 66 years old. To this day, Fazer is a family company - family members in the fourth generation work in the company.