Abstract: A retaining assembly for the shoelaces of a shoe, including at least one, but more practically, a plurality of retaining members, each including a base and a retaining structure that serves to retain a different free end of a shoelace in a secured, stored position within or on the shoe. Each retaining structure is dimensioned and configured to pass through a predetermined eyelet of the shoe, such that a corresponding free end of the shoelace is retained in the stored position on the interior of the shoe. The retaining structure further includes an intermediate region structured to engage the shoelace when the said base is disposed in an operative position on the shoe. Also, the retaining assembly preferably includes a display for displaying decorative and/or informative indicia permanently or removably disposed on the display area.