Abstract: A picture frame assembly in which tiles bearing letters, numerals, symbols or other indicia are affixed to the frame to provide a personalized or customized appearance. The tiles may slide within a groove integrally formed in the frame or be magnetically attached to the frame. In the non-magnetic embodiment, the tiles have raised rails extending from the perimeter of the tile which hold the tile to the frame. The rails may be spring loaded (retractable) for easier mounting.