In this paper, social networks are presented as a sales channel, specifically when selling jewelry. Today, social networks play a big role in the life of every individual and they are increasingly becoming a key tool for promotion and sales. Social networks allow different brands to reach large numbers of people through visually appealing platforms like Instagram, Facebook and TikTok. This method of sales enables direct communication with customers, quick feedback and a personalized shopping experience, which can significantly affect customer loyalty and increase sales. The main goal of this topic is to investigate how social networks are increasingly replacing sales in stores and to examine their advantages and possible disadvantages. The research was conducted through focus groups where the respondents expressed their opinions regarding the purchase of jewelry through social media and shopping in a store. All data used in this final paper were collected from different professional literature as well as data that are available on the Internet. The results of the work show that although social networks have become an important channel of jewelry sales, they cannot yet completely replace sales in the store. Both sales channels have different advantages and complement each other.