Sand should be avoided when keeping goldfish since they will dig in the substrate and may end up swallowing some sand.
I always decorate my tanks before I cycle them, so that they're "complete" and ready for the fish to be introduced, but it doesn't matter in the end

When it comes to theme, I would decide only largely how I want it to look, for example, should it be a natural tank with only rocks, roots and plants or do I want it to have some plastic ornaments or... you know. But it's a good idea to avoid colored gravel, it's a bit of an eyesore both for people and fish
