Pain while feeding is not “normal in the first weeks”. Slight sensitivity in the first days happens, but sharp or lasting pain nearly always means the latch is shallow: the baby is holding the nipple rather than the areola.
Check step by step: the mother sits with her back and arms supported, the baby faces the breast tummy to tummy, ear–shoulder–hip in one line, chin pressed into the breast, mouth wide open, lower lip flanged out, more areola visible above than below.
If the pain returns in the evening, fatigue and position are often the cause: changing position and using pillows helps more than creams. When pain lasts more than a few days, it is sensible to see a lactation consultant.