Alice Tocher (31) was last seen dropping her daughter off in St Kilda.
She has a mix of red/black/brown hair, and was wearing a black zip jacket, blue tear away track pants and sneakers.
"She has three children, five siblings, parents and a large army of friends who would like her safely back home," a Facebook message says.
Yesterday morning, a group of friends and concerned members of the community gathered at the Pirates Squash Club by Navy Park, and began a search of the beach and surrounding areas.
Ms Tocher’s family have called on members of the public as far away as Christchurch to be on the lookout for her.
A police spokeswoman said Ms Tocher had not yet been located and there were growing concerns about her welfare.
● Dunedin police (03) 471-4800, Crimestoppers 0800 555-111.
