@lovesblooms. Two things come to mind. The afternoon sun can be brutal. Be sure the sunlight will not directly fall on your plant until after 4:00 PM. If you have a sheer curtain between the plant and the window, that's fine. These are shade-loving plants. Bromeliads (at least these) are called "Urn Plants" because the upper leaves form sort of an urn. This is where you want to water and always keep some water in that "urn". As odd as it sounds, watering the soil actually does little good. Nourishment is taken in via the leaves/urn, and not via the roots.
