For Monika Tu, prestige property and philanthropy go hand in hand. Known internationally as the founder of Black Diamondz Property Concierge and as one of the stars of Luxe Listings Sydney, she is a leading figure in Australia’s luxury real estate scene. But behind the multimillion-dollar sales and celebrity clientele, Monika has also built a reputation for giving back.
“The day I chose to become a real estate agent, I wanted to change the perception of people thinking about us as second-hand car salespeople,” she says.
“I don’t want that. I think it doesn’t matter … even if my industry is sometimes challenging, you can still make an impact, make a difference. That’s always been my goal.”
That goal has seen her chair fundraising events, auction artworks, and sit on high-profile charity committees, raising millions of dollars for children’s health and medical research.
It has also brought national recognition: Monika was awarded the Order of Australia for her services to the community and real estate.
Luxury real estate, trust, and personal brand
Monika’s career in real estate is every bit as high-profile as her charity work.
She is currently selling Lisa Wilkinson and Peter FitzSimons’ Cremorne estate, a heritage home with sweeping views, tennis court, pool, and price guide of $23 million.
But for Monika, selling prestige homes is about more than price.
“We cannot guarantee the price, but we can guarantee the trust,” she says.
“The communication with the vendor, the authenticity – those things matter most. People believe in you when they can see that everything you say is true.”
Her reputation extends beyond Sydney’s eastern suburbs and prestige enclaves.
“Just this afternoon we had a vendor come in from the Blue Mountains,” she says.
“It was a deceased estate, not at my usual price point, but the family knew me from my ABC TV story as a migrant. They related to me. That rapport makes everything easier.”
Operating in the luxury sector comes with its own pressures – dealing with wealthy and sometimes famous clients, managing public attention, and balancing expectation with authenticity.
“In the luxury end, there’s the celebrity factor, of course,” she says.
“But as a person, that’s your brand, that’s your circle. If you keep yourself really humble, it’s not just about the listing. Yes, listings are our bread and butter, but again it’s about building trust. You don’t attract everybody, but you attract the right people.”
That philosophy extends to how she sees the industry at large. “Every corner has a real estate agency,” she says. “So what do you represent?
“For me, it’s about a personal brand. It’s about giving back to the community. Community is not just about taking, it’s about giving too. And when you do that, it comes full circle.”
Supporting the fight against childhood cancer
This year, Monika is once again taking part in the Children’s Cancer Institute’s CEO Dare to Cure campaign, an annual fundraiser that challenges business leaders to take on extreme dares to inspire donations. The aim is to raise $1.7 million to help end childhood cancer.
“I’ve been an ambassador for Dare to Cure for about six years now,” Monika explains.
“I’ve been involved for a very long time because I do a lot of charity work for children’s health. With Dare to Cure, you can see the progress; you can see how many kids we’ve actually helped and how the research is moving forward. That’s what I’m passionate about.”
This year her challenge is less about heights or extreme sports, (Monika has had a knee replacement), and more about heat: eating some of the world’s spiciest chillies.
“I love chilli, but hopefully it’s not too spicy. I’ll have a bottle of cold milk ready.”
True to her team-building ethos, Monika is not taking on the dare alone.
“In real estate, agents are very busy, and many are contractors, but I think team building is really important,” she says.
“So this year I’ve got all my team to participate. They’re doing really well. We raise funds from buyers, vendors, families – ten dollars here, a hundred dollars there – and then we all take on the dare together.”
Philanthropy on a grand scale
Dare to Cure is only one part of Monika’s charitable commitments. In 2024, she chaired Sydney’s Lunar New Year Charity Ball for the Sydney Children’s Hospitals Foundation, raising $2.15 million.
She is also on the Gold Dinner committee, which last year raised a world-record $84 million in one evening.
“It’s overwhelming sometimes,” she admits. “But when you see the results, it’s worth it. And it’s not just me – I get my whole community involved.”
She also lends her talents to the arts. At a fundraising auction for the Museum of Contemporary Art, Monika took the gavel herself, raising more than $1.1 million.
“I love it,” she says. “That’s why I do so much of this work. I really believe in it.”
