Totalshell has it spot on. I would say get personal recommendations for fitters or firms before deciding on where to buy. It would be good to have to ideas about what you want in terms of design or style, either magazine features or adverts etc, it gives your designer something to work from.
I'm a Kitchen and Bathroom fitter and a time served tiler. I do all the jobs from quoting and sourcing, to plastering, fitting, joinery work and tiling. If I need more advanced building work or gas/electrical stuff then I sub it out but only to trusted guys and I'm usually on site too. I'm not the cheapest quote when multiples are asked for but I try to allow enough time to do the full job without rushing, something that some others don't seem to.
I like to think I'm fairly good and I'm pretty picky of my own work, If I wouldn't accept in my house then I wouldn't leave it in someone else's either! I get called to a lot of jobs where someone has taken on more than they can cope with or their skill set really isn't up to snuff.
I'm not sure why so many people think that the plumber makes a good tiler or electrician etc. but I've seen some awful quality tiling in jobs that people have been happy with!