At the tender age of 27, José Auriemo Neto took over as CEO of JHSF. The first-born son of one of the founders Fábio Auriemo had been thrown into the deep end of managing one of the largest real estate developers in Brazil, and a lot was expected from him. He had worked for the company since he was 17 only taking a break to attend university. In between him completing university and becoming CEO, he had held various other positions with the most prominent being that of managing the development of Parkbem the company’s parking division when he was only 17. This would cultivate his interest in management and by the time he was 22 he was already a director heading the companies shopping mall area.
This ability to deliver at a young age was one of the reasons there was a lot of confidence in his abilities even after taking up the role of CEO. José Auriemo Neto understood the potential that the luxury market held. Brazil was slowly becoming a tourist favorite, and the middle class in the country was steadily growing. These factors created opportunities for JHSF that needed to be tapped into. His first go at it was with the development of the Cidade Jardim complex.
The success of this complex has been one of the highlights of his career, and it still considered one of the most exclusive high-end developments in the country. This success would also make the company decide to focus on this segment more intensely and with this decision they were able to sell one of their earliest developments the Shopping Metrô Santa Cruz which was sold in 2010 to BR Malls. Five years later they would sell another of their projects Shopping Metrô Tucuruvi to Hemisfério Sul Investimentos.
The sale of the Shopping Metrô Santa Cruz would give the company some room to focus on the development of the Catarina Fashion Outlet. This outlet was meant to focus exclusively on the luxury market and since 2014 has continued to exceed expectations. The mall also brought into focus their entry into the Executive airport sector as it forms part of the larger São Paulo Catarina Executive Airport.