JHSF Participacoes was founded in 1972 by two brothers. For many years its concentration was constructed. In the 1990s the brothers parted ways, dividing the company into two companies: One still concentrated on construction, one concentrated on real estate. The one still concentrated on real estate, a Brazilian high-end real estate developer, specializing in residential, shopping centers, hotels, and airports became one of the most revered real estate developers in the world. Today it has continual projects throughout Brazil; in Punta del Este, Uruguay; and New York, United States.
Until the 90s, it was at that time that they began entering the shopping century, luxury hotel, and airport sectors. In 2007 its shares began to be traded on the Sao Paulo Bowespa stock exchange. Presently, its four business units are Shopping Center, Incorporation, Fasano Hotel & Restaurants and Airport. Jose Auriemo Neto played an instrumental way in helping JHSF move into all of these sectors. In fact, he was the primary individual to get JHSF started in luxury real estate. It was difficult for him to convince the company leadership that this was the right move, but he did so and it ended up being one of the most profitable decisions the company had ever made.
Their first luxury mall was a complex known as Parque Cidade Jardim, which at its beginning contained 180 stores, nine residential towers, four office buildings, and a hotel. He has since continued to add more stores and facilities. But Parque Cidade Jardim was only the beginning. He has since added many other luxury malls. Its entrance into the luxury retail sector has done more than help JHSF; it has substantially aided the national economy. In 2003, Jose Auriemo Neto became the new CEO, assuming the role after his father, Fabio Auriemo, retired. He would go on to lead JHSF to acquire both the Fasano hotel and restaurant chains.