José Auriemo Neto has been with Brazilian real estate giant JHSF for the majority of his working life. He joined the company, which was founded by his father, at a young age and began learning every aspect of the business. While he’s been involved in quite a significant amount of decisions and strategies during that time, it’s only been since 2009 that the now-Chairman and Chief Executive Officer has been creating his legacy with the company. This has been in large part due to his focus on creating and expanding JHSF’s luxury retail real estate investments. Before then, the company had largely been limited to the residential market.
When he began pushing to enter the luxury retail market, though, José Auriemo Neto was met with a significant amount of skepticism. Despite this, he began planning the development of a luxury shopping complex that would eventually become the Cidade Jardim in São Paulo. To ensure that the project would be as successful as possible, Neto and JHSF also entered into partnerships with a few high-profile names in the luxury retail market; the most prominent of these at the time were Hermès, Pucci and Jimmy Choo, which became some of the first stores that the brands had in Brazil. Despite the initial skepticism, the Cidade Jardim was incredibly successful, becoming a cornerstone in JHSF’s growth going forward.
Since then, José Auriemo Neto has helped push through several different luxury developments across the country. These have included the likes of the Ponta Negra shopping center in Manaus and the Metrô Tucuruvi and the Bela Vista in Salvador. JHSF also needed to partner with several brands to populate the centers; while it already had the likes of Jimmy Choo and others, the centers needed more retailers. As such, Neto and the company began partnering with a variety of other luxury retailers, both international and Brazilian. Out of these, one of the most notable has been Valentino, who hadn’t had a presence in the country before partnering with JHSF. As a result of the deal, the first Valentino and Red Valentino stores were established in JHSF complexes around the country.