Sore nips (nursing)

I’m a STM. With my firstborn I was never engorged, never had soreness or pain from nursing. It was a easy, breezy, beautiful.

With my second baby (born 12/15) it hurt right away and we are 2.5 weeks in and it still hurts but only for the first 30 seconds to a minute. My friends said it should pass by a week or two but it hasn’t. I dread the beginning of every nursing session. His latch is good, he’s gaining weight and having plenty of diapers. I think I just need to get my nipples to toughen up. Any pointers or advice?