I was given cracking dark purple bruises/love bites on each nipple from the first feeds, seeing as i didn't have a clue what i was doing and neither did the baby.
These made breastfeeding extremely painful, (made me cry alot)
I used nipple shields to make it slightly more bearable, even though the hospital staff and the HV said not too. Their reasons were that the baby would get too used to the shield and not learn to latch on properly, but this didn't happen and he latched on very well with both the shield and my nipple once it was less painful.
Can't quite remember how long it took to get better, but at least a week or two. It was all good after this.