I've been coloring my hair for a long time, and have never had it done professionally. If you're used to having it done by a stylist, stick to the stylist.
That said, I am also fair skinned with blue/green/grey eyes and I found my natural chestnut brown with auburn highlights made me look ill(dark hair and pale skin). In my late teens, I used summer blonde, then graduated to actually picking a shade of red instead of bleaching.
I usually go with a medium red and a lot of people are surprised that its not my natural shade. I finally treated myself to a good hair stylist about a year ago, and she usually compliments the coloring job I do. I'm about 1/4 grey and color more to cover that than anything else.
If you do decide to do it yourself, go with a temporary color first (most have number 1 or 2 on the box).. I use a 3, but hardly find 4's-these are permanent. I recently switched to L'Oreal and I like the results. In addition to the contents of the box, have a fine tooth comb available to distribute the color more evenly. I have a few ratty tshirts that only get worn for coloring, a few 'coloring towels' and some hair clips to keep my hair up.
Read the instructions carefully, DO THE SKIN TEST, and follow the instructions to the letter. The help numbers on the instructions really do help, I called one time when I decided to go back to my natural shade (and hated it!). The consultants on the phone really do want to help you make the right choice.
The only downer about home coloring that I have is that I find a great color that I like, and then the manufacturer discontinues it. I also found that over time, some of the coloring doesn't cover grey as well. I had started with Nice and Easy, but once I went over 10% grey, it no longer was the product for me. Everyone is different.
With any process on the hair, which I'm sure you know from salon processes in the past, make sure you give extra conditioning to your hair. I have dry hair to begin with, so my hair gets a lot of moisture returned with humectants and conditioner.
Good luck, whether you go to a salon or do it yourself!
Suzanne