A portable, self-illuminating traffic sign having a sign face with two opposite sides. One side indicates a first traffic signal, and the other side indicates a second traffic signal. Light assemblies are attached to each side of the sign. The light assemblies emit light that may match the predominant color of one of the sides of the sign. A battery may be disposed in a pole that connects to the sign. A handlegrip allows for the sign to be held and provides a switch to allow for the lights to be selectively turned on and off. The light assemblies are disposed within collar assemblies so as to reduce, or prevent, light emitted from the light assemblies reflecting off of the sign faces.