The healing process can cause itchy skin, just like it does for wounds. In spite of the itch, the healing process is progressing in a natural and healthy way as it indicates that the healing process is proceeding healthy. Itching is experienced differently by each individual. You shouldn't necessarily worry about pierced itching!
What causes my piercing to itch?
You might have an itchy piercing for many reasons, both good and bad.

There is no need to worry if your piercing is itchy. In most cases, itchiness around a piercing indicates that the healing process is going well. Pierces are technically punctures, which is why they are referred to as puncture wounds. If you get a body part pierced, the needle will cause trauma to that body part as it proceeds through your body. The body needs time to heal the trauma - once it does, the body has been altered.

Getting pierced is perceived as a wound by your body. During the first few days, there may be swelling and scabbing as your body attempts to protect itself. Eventually, the swelling will fade and you may be able to remove your jewelry. A piercing jewellery gradually moves nearer the skin's surface due to the connective tissue around it. A scratchy, itchy feeling is actually your body's way of getting you to remove the jewelry from the piercing and remove the jewelry altogether.

For your new piercing to heal properly, let your body go through this healing process, but resist the urge to scratch. An itchy rash or severe itching is however not normal.

Piercings can itch, but is that normal?
A few days after your piercing is done, you may notice that it has begun to scab or swell. The wound has been registered by your body, which can be seen by it healing the area. In your epidermis, connective tissue begins to move towards the pierced skin cells and slowly encloses the exposed region.

Connective tissue moves slowly but noticeably, and this movement is perceived as an itching sensation by the body. After your piercing you may experience a minor itch or rash, but a severe itchiness, rash or swelling is not normal. A piercing will not heal if any of these symptoms occur.

Do not be alarmed if your cartilage piercing itches. Actually, this is a good sign. Itchy piercings mean that the healing process is going smoothly. Scratching is still a bad idea, even though itchy skin is normal.

Unless these symptoms settle down within a couple of days, you should not be concerned. However, if the swelling persists, you will have to engage in entirely different treatment.

Conclusion
It's common for new piercings to itch, even reek. Your body is healing nicely as a result of the itching you're experiencing due to a puncture wound on your skin.

A piercing can, however, cause an abnormal itch if you are not taking care of it. You should certainly avoid this complication by using the appropriate jewelry, keeping your wound clean, and taking care of it as instructed.

A professional piercer or a medical professional should be contacted if you experience anything more than normal healing itching.