The sister of a missing Rotorua woman has made a heartfelt plea for information about her whereabouts.
Michelle Hoffman-Tamm, 51, left her Phillip Street home in Rotorua on her red bike on November 7.
She spent most of the afternoon with her sister Jan Dolan, before briefly popping home, where she told her partner that she was going up the road to visit some friends.
There have been no confirmed sightings of her since.
Dolan describes her sister as a very generous person.
"She loves helping people; anything that anyone needs she's there."
Dolan added that it was completely out of character for her sister to go missing and not make contact with her family.
She said that Hoffman-Tamm was in a "very good head space' when she was last seen.
"Wherever you are love, please come home. We miss you, we love you and we can't cope much more," said Dolan.
Detective Senior Sergeant Zane Smith commended Hoffman-Tamm's family for their support of the police operation.
"They have been putting up flyers, speaking to family and friends, making their own enquiries and being very proactive in trying to find Michelle," he said.
An investigation team of 16 police are being supported by frontline staff and search and rescue personnel.
"We hold grave fears for Michelle and as such this is a priority investigation. No matter how irrelevant the information may seem, pass it to us anyway and let us be the judge," said Smith.
Michelle Hoffman-Tamm is described as a female European, approximately 5 foot tall and of medium build. She currently has short dark hair.
Her red mountain bike also remains missing.