Ouch, that sounds painful! Many mums find they experience an initial tenderness when their baby attaches and begins to feed, but it should pass, which it sounds like yours does. Continuing pain (throughout the feed) indicates incorrect attachment, or some sort of other issue (damaged nipples) but if it hurts at the beginning and then eases, well that sounds pretty standard Like Rhi I used to take a deep breath and roll my shoulders, which would be all tense, and work through it.

It should pass. Soon I hope!