Google is your friend here. Doesn't seem you're using it.
To be honest it's very difficult to get rubbish custom watercooling parts nowadays, thanks mainly to the efforts of Cathar and his Little River designs and Laing for introducing the DDC to the mass market. The only things somebody who is watercooling need worry about are the radiator and whether or not they can fit a watercooling setup in their case.
When I talk of radiators, I'm thinking more along the lines of size/thickness/fan configuration. If you're wondering what I'm going on about, you clearly need to use Google some more. The stuff is out there - I know, because I've read a good portion of it working with my watercooling efforts.
So generally, get the cheapest stuff that doesn't have a "Thermaltake" badge on it. You can save £hundreds and sacrifice only a couple of degrees with a well-thought out and designed loop.
And don't get TFC Feser fluid or any other non-conductive, branded fluid like that - it's a complete waste of money. Buy some distilled water from your local garage (or Tesco - it's 50p/l from there) and some anti-freeze. Unless, of course, you want a fun colour (and then just bung some dye in therer, too.).
The final element is the most important when thinking about watercooling: testing the setup. Make sure everything is fitted correctly and that it's not leaking BEFORE turining the computer on. Make sure all the blocks are clear of air bubbles. Make sure the loop no longer has any tiny bubbles flowing round it (this will be more serious depending on the amount of air going through your pump in the first instance).
Take the time to setup and test your rig before flipping the power switch, and your efforts will be rewarded. If you don't, you run the risk of annoying the rest of this community by coming back on here and moaning that you've nuked two GTX285s and your motherboard because you forgot to tighten the blocks down or didn't make sure the barbs weren't leaking.
But good luck and be warned: watercooling is an awesome hobby, and you'll throw huge amounts of money at it eventually, just trying to squeeze those last bits of performance/silence from your system. Enjoy!