Hayley, when I said don't shave, I meant not to shave routinely (as I know a lot of persian breeders/owners do), but if the coat is matted, shaving is sometimes the only option, sorry, didnt make that clear
Anyway, he is gorgeous
If the coat isnt actually matted, but just very thick and lots of loose fur, I'd comb it out with a Mikki Matt Breaker - despite its name as a 'matt' breaker, it works better used like a comb and it will remove all the loose, dead fur. Finish off with a slicker brush to take off any surface loose fur.
http://www.ukpetsupplies.com/Details.aspx?CatId=1371&ParentId=525&ProdId=3392You could try UK pets for groomers in your area
http://ukpets.co.uk/ or phone round some of the local dog groomers and see if they do cats as well (make sure they have either 'cats only' days or a room for grooming cats that is completely away from the sight and sound of dogs. Or see if any local vets know a reputable cat groomer.