Emla for Piercing?

I know this is a tattoo forum, but I've read reference of emla cream being used on occasion in the industry. Can this work for piercing? I'm honestly not good with pain, despite having 40+ hours of tattoo work. I really do want a navel and nipple rings, I just don't want to make an idiot of myself. I sit for tattoos quite well, but piercing is another story for me. I'd appreciate any kind of info.