Well, you can't really "pimp" it -- that is, you can't add stones or jewels to a badge that has already been made (at least not without shelling out huge bucks to completely re-make it). What you can do is buy a new badge with jewels or stones.
For that second option, different GLOs have different rules. Some do not allow jewels or stones, some allow them in certain instances, some allow them only in certain combinations/arrangements and some allow you to do pretty much whatever you want and can afford. Contact SAE's HQ to find out what the rules are for you, or check out
Burr Patterson & Auld for their SAE catalog.