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 Australiaโs luxury real estate scene. But behind the multimillion-dollar sales and celebrity clientele, Monika has also built a reputation for giving back.
โThe 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,โ she says.
โI donโt want that. I think it doesnโt matter … even if my industry is sometimes challenging, you can still make an impact, make a difference. Thatโs always been my goal.โ
That goal has seen her chair fundraising events, auction artworks, and sit on high-profile charity committees, raising millions of dollars for childrenโs 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
Monikaโs career in real estate is every bit as high-profile as her charity work.
She is currently selling Lisa Wilkinson and Peter FitzSimonsโ 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.
โWe cannot guarantee the price, but we can guarantee the trust,โ she says.
โThe communication with the vendor, the authenticity – those things matter most. People believe in you when they can see that everything you say is true.โ
Her reputation extends beyond Sydneyโs eastern suburbs and prestige enclaves.
โJust this afternoon we had a vendor come in from the Blue Mountains,โ she says.
โIt 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.โ
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.
โIn the luxury end, thereโs the celebrity factor, of course,โ she says.
โBut as a person, thatโs your brand, thatโs your circle. If you keep yourself really humble, itโs not just about the listing. Yes, listings are our bread and butter, but again itโs about building trust. You donโt attract everybody, but you attract the right people.โ
That philosophy extends to how she sees the industry at large. โEvery corner has a real estate agency,โ she says. โSo what do you represent?
“For me, itโs about a personal brand. Itโs about giving back to the community. Community is not just about taking, itโs about giving too. And when you do that, it comes full circle.โ
Supporting the fight against childhood cancer
This year, Monika is once again taking part in the Childrenโs Cancer Instituteโs 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.
โIโve been an ambassador for Dare to Cure for about six years now,โ Monika explains.
โIโve been involved for a very long time because I do a lot of charity work for childrenโs health. With Dare to Cure, you can see the progress; you can see how many kids weโve actually helped and how the research is moving forward. Thatโs what Iโm passionate about.โ
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 worldโs spiciest chillies.
โI love chilli, but hopefully itโs not too spicy. Iโll have a bottle of cold milk ready.โ
True to her team-building ethos, Monika is not taking on the dare alone.
โIn real estate, agents are very busy, and many are contractors, but I think team building is really important,โ she says.
โSo this year Iโve got all my team to participate. Theyโre 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.โ
Philanthropy on a grand scale
Dare to Cure is only one part of Monikaโs charitable commitments. In 2024, she chaired Sydneyโs Lunar New Year Charity Ball for the Sydney Childrenโs 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.
โItโs overwhelming sometimes,โ she admits. โBut when you see the results, itโs worth it. And itโs not just me – I get my whole community involved.โ
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.
โI love it,โ she says. โThatโs why I do so much of this work. I really believe in it.โ