Hi.. Thanks for the query.. As per your complain itchy hives along with the area that is shiny and red can also occur due to allergy to the metal present in the navel ring in case if you are not wearing the navel ring made of inert material like gold or plastic.. It can cause allergic reaction by the decomposition products formed due to decomposition of the metal by reacting with air and water. -I would suggest you to first of all gently remove your navel ring and do not wear them again till you get the infection resolved.. -You can start cleaning the area with antiseptic solution.. -You can take anti allergics like levocetrizine.. -Apply Triple antibiotic ointment over it.. -Do not let air or moisture to accumulate.. -Do cool compresses over it.. When it resolves wear gold or plastic navel rings only.. If it worsen consult a General Physician and get evaluated.. Hope this helps.. Thanks and regards.