Abstract: A display tray has a tray bed in which removable and reversible inserts are placed. A first side of each insert is adapted to hold an article for display and a second side is blank, has a label thereon or has some decorative appearance. To display an article, it is affixed to the side of the insert adapted to hold it. The insert is placed in the tray bed with the first side showing. When the article is removed from the insert, the insert is removed from the tray bed, reversed and placed back in the tray bed with its second side showing thus presenting a more pleasing appearance. The tray bed can be filled with inserts which are shaped such that they cooperate to substantially fill the tray bed.