Abstract: A pet collar is provided with an indicia bearing surface through which a plurality of apertures are provided. Indicia bearing stud assemblies are securable to the collar along the indicia bearing surface. Each stud assembly includes a stud member and a stud-backing member. The stud member has a flat plate on which indicia is printed. A post extends from the surface opposite to the indicia bearing surface of the plate. The post has a generally rectangular cross-section and defines four post walls. Teeth extend from two oppositely facing post walls. The stud-backing member has a post receptacle and two resilient extension members extending into the post receptacle. Each resilient extension members has a plurality of teeth corresponding in shape, but facing opposite, the teeth of the stud post.