When José Auriemo Neto, the eldest son of Fábio Auriemo, attained the age of 27 he would not have prepared any better to take over the company his father and uncle had worked almost there entire lives to see succeed. JHSF had begun taking on bigger projects and was partnering with brands that were launching for the first time in the country, and they required someone who was not only young but dynamic enough to explore the endless possibilities available.

To prepare for this role before José Auriemo Neto joined the Fundação Armando Álvares Penteado (FAAP) University in Sao Paulo, he was thrown into the deep; he was handed the responsibility of developing the Park Bem, which would serve as the company’s parking lot division, he was only 17then. By the time he completed university at 22, he was already the director of the shopping mall area at the Metrô Santa Cruz in São Paulo. This would prove to be a very firm foundation for him. He began to pursue opportunities more aggressively for JHSF. His determination would pay off in 2006 when the company was able to launch the Cidade Jardim complex successfully, this complex has Cidade Jardim as its anchor tenant, with its retail space being referred to as the country’s most exclusive center for luxury shopping. Apart from the shopping area, the complex is home to residential towers which are part of the high-end condominium Park City Garden.The success of this investments would see Neto sign exclusive partnership agreements with various luxury brands that were looking to venture into the Brazilian market among them Pucci, Hermes and Jimmy Choo. This partnership enabled them to acquire retail space in the Cidade Jadrim shopping complex and more

His ability to see opportunities that some thought impossible in Brazil have seen him grow the company into a multi-million dollar organization where he is now the chairman of the board of directors.