CENTRAL Jewellers is spreading positive energy throughout the community.

It is all part of an initiative run by Central Jewellers' latest eco-conscious, meaningful jewellery range Alex and Ani.

The Duggan St jewellery store is working with the community to help create the world's longest paper chain of positivity.

Between Monday, September 5 and Saturday, September 17 Central Jewellers staff is encouraging residents to join them in-store to write an upbeat message on a specially created paper link.

The colourful paper chains are being created and displayed for the next two weeks.

The links will then be added to the world's fastest growing chain of positivity.

The idea is to remind people to feel good about the world we live in.

Central Jewellers sales assistant Jodie Bryne said she hoped people would jump on board the positivity movement.

"I think it is such a powerful project to be a part of,” she said.

"It is a chain of positive sentiments linking the people who wrote them.

"In a world full of terrible news and events, it is nice to be able to spread some positivity and connect people in the community.”