Jose Auriemo Neto, also known by the moniker Zeco Auriemo, was born into a family that founded JHSF Participacoes SA in the ’70s. JHSF has undergone several changes since it was initially founded under the name JHS and focused on real estate development and construction. However, the company diverged greatly during the ’90s when the two founding partners Fabio Ariemo and Jose Roberto Auriemo had a difference of opinions, and the company was renamed to JHSF with a new focus on real estate development and investments on commercial properties for rent or lease. Zeco Auriemo changed JHSF’s focus to great success and is now the current chairman and CEO of JHSF.
Though he was born into a family that conducted business in real estate Zeco Auriemo decided to pursue an education in engineering at the Fundação Armando Álvares Penteado. Upon graduating Zeco Auriemo started to work at JHSF and created the parking management company Parkbem. Like other family members that furthered their education, Zeco Auriemo obtained a Bachelor of Business Administration from a university in New York. Though he worked at different companies for a few years, Zeco Auriemo returned to Brazil to work in the family business.
Though JHSF had been concentrating on shopping malls, Zeco noticed that there was an opportunity when he invested in Parque Cidade Jardim. Located in the Marginal Pinheiros Region, Parque Cidade Jardim is an eighty thousand square meter of land that was developed to contain multiple buildings that provided different services. The property contained residential and commercial buildings, schools, and shopping malls. The investment in the Parque Cidade Jardim Project was risky, and many doubted that Zeco Auriemo’s investment would pay off, but the project was a success. The success and profits generated from the project pushed JHSF to trade shares of the company on the São Paulo Stock Exchange.