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Jose Auriemo Neto (known as Zeco by his friends) became the president of the family-owned JHSF when still under 30. He had a long history before that, having worked for the company since a teenager. After graduating high school when only 17, he studies engineering at the Faculty of Engineering of Sao Paulo. However, during these years he decided to pursue a career at JHSF instead. He was a leader in the company by the time it started concentrating on incorporation in the 90s. During the early 2000s Ariemo began leading JHSF into retail and then into luxury shopping malls. Auriemo later assumed the position of CEO upon his father’s retirement, see also (

The company’s first luxury mall was called Parque Cidade Jardim. This massive complex included not only the impressive shopping area, but also residential buildings, various other commercial buildings, and academies. He is famous throughout the world for revolutionizing the fashion scene in Brazil. In 2017, Mariana and Zeco Auriemo put on a dinner party of especial splendor in honor of the arrival of the top Italian fashion sandal brand, Rene Caovilla, to the Cidade Jardim shopping mall. Zeco and his wife, who is also a company administrator, have two children. His little family is his top priority. He makes it a point to spend as much time with them as possible.

In 2016 he temporarily moved his family to New York while he oversaw the companies first residential project in the U.S. The project was on 5th Avenue, one of the most coveted residential areas in the world.

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