Light is both blessing and a curse when it comes to your pictures. Sunlight is a source of ultra-violet light which can damage pictures irreversibly and you should never hang a picture of any value, either sentimental or monetary, in direct sunlight.
Try to find a wall away from direct sun but one that is also well lit. This will show off the picture to its best advantage but also reduce the chance of fading.
If reflections are a problem then this can be overcome by choosing non-reflective glass.
Tip: Of course you can never avoid UV light entirely but you can reduce its damaging effect by sensible choice of glass. Ashcraft Framing stock UV protective glass which filters out 99% of the harmful UV rays. We recommend selecting this glass for any picture that is of monetary or sentimental value.