Here's why:

* Sunlight: While they can tolerate some morning sun, too much direct sunlight can scorch their leaves and affect their blooms.

* Shade: They thrive in dappled shade or areas with filtered light, especially in the afternoon.

Here's a good rule of thumb:

* Morning sun, afternoon shade is ideal.

* Planting near a tree or large shrub that provides shade in the afternoon is a good option.

Important Note: Gardenias need consistent moisture, so make sure they are planted in well-drained soil and watered regularly.