Nipple pain when breastfeeding

My LO is almost 7 weeks old. We had been using a nipple shield to breastfeed up until two days ago when she latched onto my bare breast at my lactation appointment. We have not used the nipple shield since. The problem is I am in so much pain when she latches. I know they say it shouldn’t hurt, but is that realistic? I feel like my nipples are on fire when she is nursing. Is the is normal or does she not have a proper latch?